Designing Winning Products (10) - Couverture rigide

Couverture rigide

ISBN 10 : 0762306823 ISBN 13 : 9780762306824

Editeur : JAI Press Inc., 2000

Synopsis

Written for marketing executives, new product/service managers, and marketing research professionals, "Designing Winning Products" (DWP) focuses on design and market testing issues/solutions for new business-to-business products and services. The first three chapters synthesize the product innovation literature; the objective of these chapters is to increase marketing and product managers' technical skills for testing customer acceptance of alternative new product/service designs. Detailed examples of applying these skills are described in seven later chapters - these chapters describe how to apply conjoint analysis and choice experiments with B-to-B customers in specific European and North American markets. A chapter is devoted to describing how superior new products sometimes fail to attract known customers - the nitty-gritty nuances behind the innovator's dilemma. More than 50 diagrams, tables and figures support the text; the chapter discussions and end-of-chapter references include more than 300 complete citations to additional sources.

A propos du livre

À propos de la quatrième de couverture

Intended for marketing executives, new product/service managers, and marketing research professionals, this work focuses on design and market testing issues/solutions for new business-to-business products and services. It includes more than 50 diagrams, tables and figures which support the text.

Détails de l'édition

• Éditeur: JAI Press Inc.
• Date d'édition: 2000
• Langue: anglais
• ISBN 10: 0762306823
• ISBN 13: 9780762306824
• Reliure: Relié
• Nombre de pages: 306
• Éditeur: Woodside Arch G., Liukko Timo, Lehtonen Ari
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible