From Library Journal
This informative, entertaining book looks at the variables that make for a new product's success or failure. The 36 mini-case histories look at winners--Cabbage Patch Kids, McDonald's Japan, Xerox copiers--and losers--New Coke, Pringles, Psychedelic Sunscreen. Hall, head of a management consulting firm that specializes in market planning and research, also tells how to plan product strategy, conduct market research, decide on pricing and names, and integrate new product planning into overall company planning. Each section concludes with "Winning Ideas" that summarize the points illustrated. Like Michael Gershman's Getting It Right the Second Time ( LJ 9/1/90), this book will help all marketers, students, and researchers. Recommended for all business collections.
- Susan Awe, Natrona Cty. P.L., Casper, Wy.
Copyright 1991 Reed Business Information, Inc.
- Susan Awe, Natrona Cty. P.L., Casper, Wy.
Copyright 1991 Reed Business Information, Inc.
