Creating and Marketing New Products and Services

Rosanna Garcia

• 11 april 2014
• 9781040074329

Samenvatting:

This textbook teaches the key business and marketing principles needed to successfully design and launch new products and services in an international marketplace. The book emphasizes marketing research techniques that can help firms identify the voice of the customer and incorporate these findings into their new product development process. It addresses the role of social networks in innovation, open innovation strategies, and international co-development efforts of new products and services.