Creating and Marketing New Products and Services

• Author(s): Rosanna Garcia,
• Publisher: CRC Press
• Pages: 438
• ISBN_10: 1482203618
  ISBN_13: 9781482203615
  
• Language: en
• Categories: Business & Economics / Quality Control , Business & Economics / Sales & Selling / General , Computers / Information Technology , Technology & Engineering / Manufacturing , Business & Economics / Economics / General , Technology & Engineering / Environmental / General , Technology & Engineering / Engineering (General) , Business & Economics / Production & Operations Management ,

Description:... 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.