Design and Marketing Of New Products (2nd Edition)
A complete and practical, how-to exploration of each step in the strategy, opportunity identification, design, testing, launch, and profit-management stages of new-product development. Revision of over 75% of the book … offers a managerial focus – with an emphasis on understanding the issues and solving the problems by implementing a variety if state-of-the-art methods and perspectives … integrates marketing, R&D, production engineering, and financial aspects of new product design and marketing … uses real-world examples to illustrate issues and solutions.
Customer Review: content OK, but printing and structure is bad
Content is OK, but 10 years old, so no recent new insights. The book is no fun to study. The quality of the printing is bad (like someone printed it on an old printer an then made some copies), some diagrams are hardly readable. Furthermore the structure is not recognizable in the formatting (for example paragraph titels), which makes it hard to know on which abstraction level you are reading.
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