The Need for Marketing Engineering

Abstract

The Industrial Revolution produced an applied science of industrial engineering. As the spotlight has shifted from manufacturing to marketing, however, no similarly systematic treatment has appeared for the “creative” techniques of distribution.

Ninety-eight per cent of new products fail. Yet the years have revealed many examples of successful introduction of new products; and the author believes that these cases should be classified and indexed into a ten-part loose-leaf treasury of marketing tactics. From this step might follow the other elements of scientific method: deduction, hypothesis, and verification.