Relationship Value and New Product Development Success

ISBN-13: 9786202004992 / Angielski / Miękka / 2017 / 140 str.

Volodymyr Tashakov

Opis

Interest in the connection between new product development and relationship marketing has grown in the recent years. The technical side of new product development has been heavily researched in the last few decades, while very little attention has been given to the customers' contribution to its success. This contribution is based on customer characteristics and the intangible relationship value that they possess. The aim of this book is to report on the research examining how intangible relationship value and characteristics of customers influence the success of new product development.

O autorze

I was born in Ukraine and grew up in New Zealand. That move made me who I am, and helped me to achieve what I probably wouldn't be able to achieve otherwise. I'm grateful to my sister who has supported and guided me on that path.