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Author Garcia, Rosanna.

Title Creating and marketing new products and services / Rosanna Garcia. [O'Reilly electronic resource]

Imprint Boca Raton, FL : CRC Press, ©2014.
To Access:
Available on O'Reilly for Public Libraries
Bookmark link: https://library.naperville-lib.org:444/record=b3167540~S1
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Description 1 online resource (xxv, 383 pages) : illustrations
Bibliography Includes bibliographical references.
Contents The proactive new product development process -- New product innovation strategy -- Opportunity identification and idea generation: the fuzzy front end -- Out of the fuzzy front end into the design phase -- The concept test -- Perceptual maps -- Estimating sales potential -- The proactive new product development process -- Product/market testing -- Launch and beyond -- Global new product development -- Sustainability in innovation.
Summary This book emphasizes emphasizes marketing research techniques that can help firms identity the voice of the customer and incorporate these findings into new product development process. It addresses the role of sustainability in innovation, open innovation strategies, and international co-development efforts of new products and services.
Subject New products.
New products -- Marketing.
Marketing research.
Product design.
Marketing -- Recherche.
Conception de produit.
Marketing research
New products
New products -- Marketing
Product design
Other Form: Print version: Garcia, Rosanna. Creating and marketing new products and services 9781482203608 (OCoLC)869794543
ISBN 148220360X
9781482203608
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