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Item Details
| Title:
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DESIGNING WINNING PRODUCTS
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| By: |
Arch G. Woodside (Editor), Timo Liukko (Editor), Ari Lehtonen (Editor) |
| Format: |
Hardback |
| List price:
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£108.99 |
| Our price: |
£98.09 |
| Discount: |
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| You save:
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£10.90 |
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| ISBN 10: |
0762306823 |
| ISBN 13: |
9780762306824 |
| Availability: |
Usually dispatched within 1-3 weeks.
 Delivery
rates
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| Stock: |
Currently 0 available |
| Publisher: |
EMERALD PUBLISHING LIMITED |
| Pub. date: |
20 December, 2000 |
| Series: |
Advances in Business Marketing and Purchasing 10 |
| Pages: |
324 |
| Description: |
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. |
| 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. |
| Publication: |
US |
| Imprint: |
JAI Press Inc. |
| Returns: |
Returnable |
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