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Design and Marketing Of New Products (2nd Edition)

Design and Marketing Of New Products (2nd Edition)
Author: Glen L. Urban - John R. Hauser
ISBN 13: 9780132015677
ISBN 10: 132015676
Edition: 2
Publisher: Pearson
Publication Date: 1993-05-14
Format: Hardcover
Pages: 670
List Price: $276.60

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.