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Creating and marketing new products and services / by Rosanna Garcia.
- Format:
- Book
- Author/Creator:
- Garcia, Rosanna, author.
- Language:
- English
- Subjects (All):
- New products.
- New products--Marketing.
- Marketing research.
- Product design.
- Physical Description:
- 1 online resource (xxv, 412 p.) : ill.
- Edition:
- 1st edition
- Place of Publication:
- Boca Raton, FL : Auerbach Publications, an imprint of Taylor and Francis, 2014.
- System Details:
- text file
- Summary:
- It’s no secret that some of the most successful companies, such as 3M, Procter and Gamble, Microsoft, and Mercedes-Benz, are also known for their new product development strategies. Creating and Marketing New Products and Services teaches the key business and marketing principles needed to successfully design and launch new products and services in today’s global market. It begins by providing the foundation required to understand the role of new product development in the innovating organization.The book emphasizes marketing research techniques that can help firms identify the voice of the customer and incorporate these findings into their 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. Explaining how to manage the development and marketing of new products and services, this book will teach you how to:
- Contents:
- Chapter 1: The Proactive New Product Development Process
- Chapter 2: New Product Innovation Strategy
- Chapter 3: Opportunity Identification and Idea Generation : The Fuzzy Front End1
- Chapter 4: Out of the Fuzzy Front End into the Design Phase
- Chapter 5: The Concept Test
- Chapter 6: Perceptual Maps
- Chapter 7: Estimating Sales Potential
- Chapter 8: Proactive New Product Development Process
- Chapter 9: Product/Market Testing
- Chapter 10: Into the Market : Launch
- Chapter 11: Global New Product Development
- Chapter 12: Sustainability in Innovation.
- Notes:
- Includes bibliographical references.
- Description based on print version record.
- ISBN:
- 9781040074329
- 1040074324
- 9780429171192
- 0429171196
- 9781482203608
- 148220360X
- 9781482203615
- 1482203618
- OCLC:
- 880898452
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