Design and Marketing of New Products

by Glen L. Urban and John R. Hauser

Book Overview

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... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0132012693
• ISBN13: 9780132012690
• Release Date: January 1980
• Publisher: Prentice Hall
• Length: 618 Pages

Customer Reviews

Must read for marketing majors

I found this book very helpful for the marketing tools discussed for designing and marketing new products. It covers most issues for the pre-introduction phase of the product life cycle. Consumer measurement techniques are quite elaborate and simplified.The only drawback is that the edition is old (1991) and hence misses out completely the high-tech products from the dot-com age. Can be used a good resource for most non-high tech products.

A good book

Its really a good effort to cover the product management.