The Logic of Marketing

Marketing a new product to new customers in a new company isn't easy. But skilled use of the right tools can help, says HBS professor Joseph Lassiter. In this video excerpt, the creator of the MBA course Entrepreneurial Marketing tells how one such tool helps marketers make the connection between the features of a product and the calculable benefits it provides for end users. [ To play this video, you will need to download the Free RealPlayer plug-in. ]