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Item Details
Title: DESIGNING WINNING PRODUCTS
By: Arch G. Woodside (Editor), Timo Liukko (Editor), Ari Lehtonen (Editor)
Format: Hardback

List price: £108.99
Our price: £98.09
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ISBN 10: 0762306823
ISBN 13: 9780762306824
Availability: Usually dispatched within 1-3 weeks.
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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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CASE STUDIES FOR INDUSTRIAL AND BUSINESS MARKETING (HB)
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INTERFIRM BUSINESS-TO-BUSINESS NETWORKS
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MAKING TOUGH DECISIONS WELL AND BADLY
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MANAGING PRODUCT INNOVATION
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ORGANIZATIONAL CULTURE, BUSINESS-TO-BUSINESS RELATIONSHIPS, AND INTERFIRM NETWORKS
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