Howard R. Moskowitz Sebastiano Porretta Matthias Silcher
Concepts are critical for the development and marketing of products and services. They constitute the blueprint for these products and services, albeit at the level of consumers rather than at the technical level. A good product concept can help make the product a success by guiding developers and advertising in the right direction. Yet, there is a dearth of both practical and scientific information about how to create and evaluate concepts. There has been little or no focus on establishing knowledge bases for concepts. Concept development is too often relegated to the so-called -fuzzy front...
Concepts are critical for the development and marketing of products and services. They constitute the blueprint for these products and services, albei...
Presents different approaches to the same problem and even different ways to look at the same type of data. If you have ever been stumped by a controversy in product assessment, the design of studies, or the analysis of data, this book provides the answers.
Presents different approaches to the same problem and even different ways to look at the same type of data. If you have ever been stumped by a controv...
New products often fail not because they are bad products, but because they don't meet consumer expectations or are poorly marketed. In other cases, the marketing is spot on, but the product itself does not perform. These failures drive home the need to understand the market and the consumer in order to deliver a product which fulfills the two equally important goals of consumer trial and repeat purchase. The linkage of these issues is often compromised in the "innovate or die" world of corporate new products. An Integrated Approach to New Food Product Development explores this...
New products often fail not because they are bad products, but because they don't meet consumer expectations or are poorly marketed. In other cases...
There are luxuries that most of us will never be able to afford in a lifetime, but just off the shores of the moneyed is a huge, fast growing, land of premium value which inspires people to get there, even if they need to stretch their budget to reach it. Premium by Design is a thoroughly researched, well argued and well presented study that identifies how global business leaders have succeeded in achieving margins by design. Thanks to original tools and processes, this book shows how you might also succeed. It is about better, but reachable and real, products and services. The book features...
There are luxuries that most of us will never be able to afford in a lifetime, but just off the shores of the moneyed is a huge, fast growing, land of...
Howard R. Moskowitz Jacqueline H. Beckley Anna V. A. Resurreccion
During the past thirty years, companies have recognized the consumer as the key driver for business and product success. This recognition has, in turn, generated its own drivers: sensory analysis and marketing research, leading first to a culture promoting the expert and then evolving into the systematic acquisition of consumer-relevant information to build businesses. Sensory and Consumer Research in Food Product Design and Development is the first book to present, from the business viewpoint, the critical issues faced by business leaders from both the research development and...
During the past thirty years, companies have recognized the consumer as the key driver for business and product success. This recognition has, in turn...
A collection of musings and observations of a consumer and marketing professional as he looks back through his academic, professional and personal life.
A collection of musings and observations of a consumer and marketing professional as he looks back through his academic, professional and personal lif...
