This comprehensive resource guides students step-by-step through the product development process, from concept through launch in the marketplace. Case histories profile successful new product introductions in a changing marketplace. This text details the best ways to: * Identify and respond to the real needs of consumers. * Plan for products that fit the company’s charter and win top management commitment. * Test new products to spot and cure defects, assess market potential, and plan expansions. * Develop a complete marketing plan for a major new product introduction.
