Creating and Marketing New Products and Services

by Rosanna Garcia

Overview

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.

Product Details

ISBN-13:	9781040074329
Publisher:	CRC Press
Publication date:	04/11/2014
Sold by:	Barnes & Noble
Format:	eBook
Pages:	438
File size:	5 MB

About the Author

Rosanna Garcia, PhD, is a professor of marketing and innovation at North Carolina State University. She received her PhD from Michigan State University with a major in Marketing and a minor in Complex Systems. Her undergraduate degree in chemical engineering and an MBA with a marketing focus provided her with a background that she utilized in technology-driven companies to develop and market new products and services. After more than ten years in industry, she moved to academia to research topics, such as the diffusion of resistant innovations, the role of environmental sustainability in the innovation process, and the changing role of technology in the marketplace. Dr. Garcia is published in numerous academic journals including Sloan Management Review. She continually updates her knowledge on the innovation process through consulting at companies worldwide.

Table of Contents

The Proactive New Product Development Process. New Product Innovation Strategy. Opportunity Identification and Idea Generation: The Fuzzy Front End. Out of the Fuzzy Front End into the Design Phase. The Concept Test. Perceptual Maps. Estimating Sales Potential. The Proactive New Product Development Process. Product/Market Testing. Into the Market: Launch. Global New Product Development. Sustainability in Innovation.

Editorial Reviews

... an important resource for brand managers, product development teams, and marketing scientists who need to understand the analytic methods to designing new products. Thank you, Rosanna for this effective and up-to-date new product development text. We recommend it to students, managers, and analysts interested in successfully developing new products.
—Professor John Hauser and Professor Glen Urban, MIT Sloan School of Management

From the Publisher