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Creating and marketing new products and services

Author: Rosanna Garcia
Publisher: Boca Raton, FL : CRC Press, [2014]
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
This book emphasizes emphasizes marketing research techniques that can help firms identity the voice of the customer and incorporate these findings into new product development process. It addresses the role of sustainability in innovation, open innovation strategies, and international co-development efforts of new products and services.
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Document Type: Book
All Authors / Contributors: Rosanna Garcia
ISBN: 9781482203608 148220360X
OCLC Number: 856054549
Description: xxv, 412 pages : illustrations ; 26 cm
Contents: The proactive new product development process --
New product innovation strategy --
Opportunity identification and idea generation: the fuzzy front end --
Out of the fuzzy front end into the design phase --
The concept test --
Perceptual maps --
Estimating sales potential --
The proactive new product development process --
Product/market testing --
Launch and beyond --
Global new product development --
Sustainability in innovation.
Responsibility: Rosanna Garcia.

Abstract:

This book emphasizes emphasizes marketing research techniques that can help firms identity the voice of the customer and incorporate these findings into new product development process. It addresses the role of sustainability in innovation, open innovation strategies, and international co-development efforts of new products and services.

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... an important resource for brand managers, product development teams, and marketing scientists who need to understand the analytic methods to designing new products. Thank you, Rosanna for this Read more...

 
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