| Designing Winning Products Contributor(s): Woodside, Arch G. (Editor), Liukko, Timo (Editor), Lehtonen, Ari (Editor) |
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ISBN: 0762306823 ISBN-13: 9780762306824 Publisher: Jai Press Inc. OUR PRICE: $186.19 Product Type: Hardcover Published: December 2000 Annotation: 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; the chapter discussions and end-of-chapter references include more than 300 complete citations to additional sources. |
| Additional Information |
| BISAC Categories: - Technology & Engineering | Industrial Design - Product - Science | History - Business & Economics | Research & Development |
| Dewey: 658.575 |
| LCCN: 00056015 |
| Series: Advances in Business Marketing and Purchasing |
| Physical Information: 0.75" H x 6.14" W x 9.21" (1.39 lbs) 324 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: 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; the chapter discussions and end-of-chapter references include more than 300 complete citations to additional sources. |