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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.
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Design and Marketing of New Products, Glen L. Urban, John R. Hauser
- Language
- Released
- 1993
- product-detail.submit-box.info.binding
- (Paperback)
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- Title
- Design and Marketing of New Products
- Language
- English
- Authors
- Glen L. Urban, John R. Hauser
- Publisher
- Pearson
- Released
- 1993
- Format
- Paperback
- ISBN10
- 0132015676
- ISBN13
- 9780132015677
- Series
- Rating
- 3.95 out of 5
- Description
- 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.