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An Integrated Approach to New Food Product Development (Hardcover)
Loot Price: R6,587
Discovery Miles 65 870
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An Integrated Approach to New Food Product Development (Hardcover)
Expected to ship within 12 - 17 working days
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New products often fail not because they are bad products, but
because they don't meet consumer expectations or are poorly
marketed. In other cases, the marketing is spot on, but the product
itself does not perform. These failures drive home the need to
understand the market and the consumer in order to deliver a
product which fulfills the two equally important goals of consumer
trial and repeat purchase. The linkage of these issues is often
compromised in the "innovate or die" world of corporate new
products. An Integrated Approach to New Food Product Development
explores this inter-relationship and the inter-relationship of the
key disciplines essential for marketplace success. Proven
Approaches from Industry Experts The book introduces The Success
Equation based on the interrelationship of the key tasks critical
to defining and executing for new product success. The sections
that follow highlight the importance of every task and the impact
of each disciplines' contribution throughout the process in
optimizing the success of the product. The book explores
integration of all parts, from defining consumer needs and food
concept to understanding the importance of positioning, packaging
and trade, to the technology and manufacturing required to
accurately meet these needs. The Success Equation encompasses the
elements that not only dramatically increase a product's success,
but also make that success increasingly sustainable. Combines Solid
Theory with Actual Marketing Practice The text blends academic,
ivory tower research with the experiences of seasoned, real market
practitioners, which when combined, provide the tools for
successful new product innovation. The concise, hands-on
information includes advanced and emerging innovations in
management, marketing, technology, strategy, consumer research and
sales. The integrated coverage provides a complete picture of the
expertise and knowledge needed to leverage new product development
into commercial success.
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