Marketing - Products & Services - General & Miscellaneous, Marketing - General & Miscellaneous, Product Management
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Overview
This comprehensive resource guides students step-by-step through the product development process, from concept through launch in the marketplace. Case histories profile successful new product introductions in a changing marketplace. This text details the best ways to:* Identify and respond to the real needs of consumers. * Plan for products that fit the company's charter and win top management commitment. * Test new products to spot and cure defects, assess market potential, and plan expansions. * Develop a complete marketing plan for a major new product introduction.
Synopsis
This comprehensive resource guides students step-by-step through the product development process, from concept through launch in the marketplace. Case histories profile successful new product introductions in a changing marketplace. This text details the best ways to:
- * Identify and respond to the real needs of consumers. * Plan for products that fit the company's charter and win top management commitment. * Test new products to spot and cure defects, assess market potential, and plan expansions. * Develop a complete marketing plan for a major new product introduction.
Book Details
Published
September 1, 1997
Publisher
McGraw-Hill Companies, The
Pages
512
Format
Hardcover
ISBN
9780844233536