Identifying Hidden Needs: Creating Breakthrough Products

By Keith Goffin, Fred Lemke, Ursula Koners, et al.

Book Overview

Too many new products fail. New products which are hard to differentiate from existing products won't capture the customer's imagination. The failure is due to a poor understanding of customers' needs. Companies need to take a radical approach to identifying customers' real needs, and this book demonstrates innovative ways to achieve this.

• Format: Hardcover
• Language: English
• ISBN: 0230219764
• ISBN13: 9780230219762
• Release Date: October 2010
• Publisher: Palgrave MacMillan
• Length: 261 Pages
• Weight: 1.36 lbs.
• Dimensions: 0.9" x 6.2" x 9.2"