Design and Marketing of New Products

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9780132015677: Design and Marketing of New Products

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.

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Design and Marketing of New Products, Second Edition, retains its managerial focus, emphasizing an understanding of the issues and solving problems by implementing a variety of state-of-the-art methods and perspectives. What's more, Urban and Hauser continue to integrate marketing, research and development, production engineering, and financial aspects of new product design and marketing.

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