| Description |
viii, 214 pages : illustrations ; 24 cm |
| Contents |
Ch. 1. New Products: The Lifeblood of Successful Marketing Growth -- Ch. 2. Why New Products Fail -- Ch. 3. Debunking Reality -- Ch. 4. How to Discover People's True Needs -- Ch. 5. What's in It for Me? -- Ch. 6. Linking Benefits to Needs - Making the Sale -- Ch. 7. Building Value-Added Concepts for New Products -- Ch. 8. Ideation -- Ch. 9. Exploration and Expansion -- Ch. 10. Other Types of Qualitative Research -- Ch. 11. Business-to-Business Opportunities -- Ch. 12. Developing Successful Products for a Global Community -- Ch. 13. Putting It All Together: A Successful Case Study Using the Perception Expansion Theory |
| Summary |
New products are the lifeblood of every successful business. And they also are the greatest peril because the failure rate is so high. How do you capitalize on the former and avoid the latter? The answers are here - in How to Develop Successful New Products. Loaded with practical examples and illustrations, including case histories that show how the leaders are so successful, How to Develop Successful New Products will give you the help you need to build your company one success after another by capitalizing on the skills needed to develop one hot idea after another |
| Notes |
Includes index |
| Bibliography |
Includes bibliographical references (pages 197-200) and index |
| Subject |
New products -- Marketing.
|
|
Product management.
|
| Author |
American Marketing Association.
|
| LC no. |
96039370 |
| ISBN |
0844236624 (alk. paper) |
|
