A complete and practical, how-to exploration of each step in the strategy, opportunity identification, design, testing, launch, and profit-management stages of new-product development. Revision of over 75% of the book ... offers a managerial focus - with an emphasis on understanding the issues and solving the problems by implementing a variety if state-of-the-art methods and perspectives ... integrates marketing, R&D, production engineering, and financial aspects of new product design and marketing ... uses real-world examples to illustrate issues and solutions.
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A complete and practical, how-to exploration of each step in the strategy, opportunity identification, design, testing, launch, and profit-management stages of new-product development. Revision of over 75% of the book ... offers a managerial focus - with an emphasis on understanding the issues and solving the problems by implementing a variety if state-of-the-art methods and perspectives ... integrates marketing, R&D, production engineering, and financial aspects of new product design and marketing ... uses real-world examples to illustrate issues and solutions.
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Most Helpful Customer Reviews
5 of 5 people found the following review helpful:
5.0 out of 5 stars
Must read for marketing majors,
By "mmjoshi" (Chicago, IL United States) - See all my reviews
This review is from: Design and Marketing Of New Products (2nd Edition) (Paperback)
I found this book very helpful for the marketing tools discussed for designing and marketing new products. It covers most issues for the pre-introduction phase of the product life cycle. Consumer measurement techniques are quite elaborate and simplified.The only drawback is that the edition is old (1991) and hence misses out completely the high-tech products from the dot-com age. Can be used a good resource for most non-high tech products.
3 of 4 people found the following review helpful:
2.0 out of 5 stars
content OK, but printing and structure is bad,
By A Customer
This review is from: Design and Marketing Of New Products (2nd Edition) (Paperback)
Content is OK, but 10 years old, so no recent new insights. The book is no fun to study. The quality of the printing is bad (like someone printed it on an old printer an then made some copies), some diagrams are hardly readable. Furthermore the structure is not recognizable in the formatting (for example paragraph titels), which makes it hard to know on which abstraction level you are reading.
1 of 15 people found the following review helpful:
4.0 out of 5 stars
A good book,
By Mohsin Khalil (Aurora, COLORADO USA) - See all my reviews
This review is from: Design and Marketing Of New Products (2nd Edition) (Paperback)
Its really a good effort to cover the product management.
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