Creating and Marketing New Products and Services
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This textbook teaches the key business and marketing principles necessary to understand how to successful design and launch new products and services into an international market place. There is an emphasis on marketing research techniques that can help a firm identify the voice of the customer and incorporates these findings into the new product development process. The book addresses important timely topics such as the role of social networks in innovation efforts, open innovation strategies, and international co-development efforts of new products and services.
Copyright year: 2014
Publisher: Taylor & Francis Group
Publication date: 5/1/2014
Size: 7.00" wide x 9.75" long x 1.00" tall