Designing winning products
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...
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Other Authors: | , , |
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Format: | eBook |
Language: | English |
Published: |
New York :
JAI,
2000.
|
Edition: | 1st ed. |
Series: | Advances in business marketing and purchasing ;
v. 10. |
Subjects: | |
ISBN: | 9781849500609 1849500606 0762306823 9780762306824 |
Physical Description: | 1 online zdroj (xiii, 306 p.) : ill. |
Summary: | 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. |
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Bibliography: | Includes bibliographical references. Obsahuje bibliografie |
ISBN: | 9781849500609 1849500606 0762306823 9780762306824 |
ISSN: | 1069-0964 ; |
Access: | Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty univerzity |