Marketing Mix Decisions for New Products, Journal of Marketing Research
In evaluating a new product idea, it can be misleading to consider only one conception of the product's attributes and marketing program. Different conceptions of the marketing mix will yield different estimates of profit potential. The author shows how the "best" marketing mix can be found under the conditions of limited information. The estimated profit potential of this best mix becomes the basis for judging whether the company should develop the new product.
Kotler, Philip. 1964. Marketing Mix Decisions for New Products. Journal of Marketing Research. 1(1): 43-49.