Customer Reviews

New Product and Brand Management: Marketing Engineering Applications

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We used this tool during our MBA studies but found that the limitations of the software are not identified and after carrying out a survey of 120 people found that we could only do analysis on 40 of the 120 we typed into the system, because of this we believe that there should be a section that explain, in detail, the limitations of the software.

This slim manual comes with a CD rom and six ways to slice-and-dice marketing data. But the programs on the CD rom are crippled, so you have to pay if you want access to the more interesting features. And the features you do get are not user-friendly, not graphical, and look like a cheap man's version of marketing software.

The manual itself introduces a handful of quant marketing methods, but in the hurried pace of a writer who does not want to explain the model and is trying to get their manual to print before the editor changes his mind. The models were briefly and poorly explained, with little business context. Might make an okay reference text if you already know the models, and when to use them. And the software might make a nice going-away gift to a new MBA student. But overall, I found this little pamphlet a waste of my time and money.

I used this textbook during my MBA program at Michigan, where I took a new product development course. This book is a sound and practical approach to identifying customer preferences, developing and managing new products, and overall brand management. The cases it portrays are a bit oldish, and its writing style could be improved, but in general it is a good introductory approach to the discipline.