ISBN-13: 9781349305315 / Angielski / Miękka / 2010 / 261 str.
ISBN-13: 9781349305315 / Angielski / Miękka / 2010 / 261 str.
Too many new products fail. New products which are hard to differentiate from existing products won't capture the customer's imagination. The failure is due to a poor understanding of customers' needs. Companies need to take a radical approach to identifying customers' real needs, and this book demonstrates innovative ways to achieve this.