Designing winning products (Hardcover, 1st ed)

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.

General

Imprint:	JAI Press Inc.
Country of origin:	United States
Series:	Advances in Business Marketing and Purchasing
Release date:	December 2000
First published:	2000
Editors:	Arch G. Woodside • Timo Liukko • Ari Lehtonen
Dimensions:	234 x 156 x 19mm (L x W x T)
Format:	Hardcover
Pages:	324
Edition:	1st ed
ISBN-13:	978-0-7623-0682-4
Categories:	Books > Business & Economics > Business & management > Management of specific areas > Research & development management Promotions
LSN:	0-7623-0682-3
Barcode:	9780762306824

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