Designing Winning Products T. Liukko

ISBN: 9780762306824

Published: December 20th 2000

Hardcover

324 pages


Description

Designing Winning Products  by  T. Liukko

Designing Winning Products by T. Liukko
December 20th 2000 | Hardcover | PDF, EPUB, FB2, DjVu, talking book, mp3, ZIP | 324 pages | ISBN: 9780762306824 | 5.68 Mb

Hardbound. 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 andMoreHardbound. 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 innovators dilemma.More than 50 diagrams, tables and figures support the text- t



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