New Product Development and Marketing: A Practical Guide [Hardcover]

Italo S. Servi (Author)

Book Description

ISBN-10: 0275934039 | ISBN-13: 978-0275934033 | Publication Date: July 26, 1990

Drawing upon his extensive training and experience in industrial research and consulting, Servi here offers a comprehensive guide to the product development process. The author describes the four phases of the product development process--planning, product definition, implementation, and transition to established product--and explains the basic rules that, he argues, must guide the process regardless of the business environment in which it occurs. In an effort to raise the historically low commercial success rate for new products, the author offers both practical advice and numerous case studies that demonstrate successful product introductions. Throughout, he is concerned both with identifying commonalities in the new product development process across industries and service areas and with highlighting differences so that readers can select the elements of the new product development process that are critical in their own business environments. Divided into five parts, the volume begins by examining the new product planning stage, introducing the concept of the product portfolio, and detailing the financial considerations involved in generating a new product offering. The second part looks at product definition and explores the sources of new product ideas as well as methods for ranking those ideas from a development and marketing perspective. Turning to focus on the implementation mode, Servi discusses the technical and commercial aspects of product development and addresses the critical issue of how to protect intellectual property. Finally, the human side of product development is considered in two chapters that discuss key organization and communication issues. The book concludes with three comprehensive examples of new product development and suggestions for increasing success probability. Marketing and product development professionals will find Servi's work an indispensable and frequently used practical reference source.

Editorial Reviews

Review

“...This book would be most helpful for researchers who need to understand how all the areas of product development and marketing interact. Business researchers will find that for their own use, there is a lack of detail on sources or methods of finding information. The book's strongest attributes are its organization and systematic overview of new product development and marketing.”–Business Information Alert

About the Author

ITALO S. SERVI is a consultant to the Boston consulting firm Charles River Associates Incorporated and an adjunct faculty member at Northeastern University.

Product Details

• Hardcover: 200 pages
• Publisher: Praeger Publishers (July 26, 1990)
• Language: English
• ISBN-10: 0275934039
• ISBN-13: 978-0275934033
• Product Dimensions: 9.8 x 6.5 x 0.8 inches
• Shipping Weight: 1.2 pounds
• Amazon Best Sellers Rank: #8,922,680 in Books (See Top 100 in Books)