Designing Winning Products

ISBN-13: 9780762306824 / Angielski / Twarda / 2000 / 324 str.

G. Woodside Arch G. Woodside; A. G. Woodside; T. Liukko

Opis

Hardbound. 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; t