Verfügbarkeit: Design and marketing of new products

Design and marketing of new products:

Gespeichert in:

Bibliographische Detailangaben
Hauptverfasser:	Urban, Glen L. (VerfasserIn), Hauser, John R. (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Upper Saddle River, NJ Prentice-Hall 1993
Ausgabe:	2. ed.
Schlagworte:	Diseño industrial - Estados Unidos Mercadeo Productos nuevos Marketing Design Produktplanung Neues Produkt Produktinnovation Produktmanagement Produktmarketing
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	XXVII, 701 S. Ill., graph. Darst.
ISBN:	0132015676

Internformat

MARC


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Datensatz im Suchindex

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adam_text	Contents Preface xxvii Chapter 1 Introduction to New-Product Development 1 Innovation Is Important — But Risky 3 Product Development Can Be Managed 5 Initiating Factors 6 Financial Goals 6 Sales and Market Share Growth 7 Competitive Actions 7 Life Cycle 8 Technolosy 8 Globalization 9 Regulation 9 Material Costs and Availability 10 Invention 11 Demosraphic and Lifestyle Changes 11 Customer Requests 11 Supplier Initiatives and Reactions 12 Alliances 12 Future of Initiating Forces 13 Seven New-Product Challenges 14 Pain Relievere 14 Health Care Delivery 14 Video Telephone 14 Luxury Sports Car 15 Software for Computer-Aided Design 15 Coolere 15 Management Schools 15 Goals of the Text 15 Review Questions 16 Chapter 2 New Product Strategies 17 Relationship to Corporate Strategy 18 Alternative Product Development Strategies 19 Reactive Strategies 20 Defensive 20 Imitative 20 Second but better 21 Responsive 21 Proactive Strategies 21 Research & Development 21 Entrepreneurial 22 Reactive Versus Proactive Strategies 23 Growth Opportunities 23 Protection for Innovation 25 Scale of Market 26 Competition 26 Position in Production/Distribution System 26 Synthesis and Recommendations 27 Marketing and Research/Development— Cooperation 28 Cross-Functional Integration in New-Product Strategy 33 Review Questions 34 Chapter 3 Proactive New-Product Development Process 36 A Decision Process 37 Opportunity Identification 40 Design 40 Testing 42 Introduction 45 Life-Cycle Management 46 Textbook Process versus Reality 47 Violations of the Process 47 Abuses of the Process 47 The Process As It Sometimes Can Occur 49 Iteration and Complexity 50 Correlates of Success 51 Why Products Fail and How to Avoid Such Failures 53 Success Rates and the Generation of New Business 57 Cost, Time, Risk, and Expected Benefit in New-Product Development 58 Cost 60 Time 61 Risk 63 Expected Cost and Time 64 Expected Benefit of Up-Front Investment 66 Skipping Phases in the Process 66 Lowering Expected Costs by Spending More Funds Early in the Process 67 Advantage of a New-Product Development Program versus One-Shot Projects 69 Reducing the Time to Market 69 Get the Slack Out of the System 69 Use Technology to Shorten Steps 71 Customer Input Early to Prevent Redesign 73 Inventory Up-Front Marketing and Engineering Projects 73 Flexible Manufacturing 74 Alliances 74 Skip a Step in the Process (occasionally) 74 Summary 75 Review Questions 75 Chapter 4 Market Definition and Entry Strategy 78 Desirable Characteristics of Markets 79 Growth Potential 79 Märket Sizing 80 Market Growth Models 80 Use of Models to Forecast Growth 83 Early Entry 83 Positioning 84 Entry Barriers 84 Brand Consideration 85 Cognitive Advantages 85 Experience Curve 85 Competitive Attractiveness 88 Investment 89 Reward 89 Risk 90 Market Profile Analysis 90 Enumerate and Weigh Criteria 91 Weighing 91 Ratings 94 Overall Evaluation 94 Market Definition 95 Bases for Defining Markets 96 Demographics 96 Attitudes 97 Preferences with Respect to Product Benefits 99 Price Sensitivity 99 Decision Rules 99 Usage 99 Product Form 100 Competitive Products 100 Multiple Perspectives 101 Methods for Market Definition and Segmentation 102 Cluster Analysis 102 Substitution among Products 104 Substitution in Use 106 Processing Sequence 106 Product Switching 107 Product Consideration 108 Market Selection 110 Managerial Strategies 110 Setting Priorities 111 Summary 115 Review Questions 115 Chapter 5 Idea Generation 117 Idea Sources 118 Technology 119 Market Needs and User Solutions 120 Production and Service 123 Competitors and Other Firms 124 Channels of Distribution and Suppliers 124 Management and Employees 125 Environmental Changes 125 Methods of Generating Ideas 126 Direct Search 126 Technological Innovation 127 Technical Information Flow 127 Technological Forecasting 130 Exploratory Customer Studies 134 Facilitating Lead User Analysis 137 Facilitating User Solutions 137 Lead User Analysis 137 Linking Marketing and Technology 141 Creative Methods 146 Individual Creativity 146 Creative Group Methods 148 National Policy 155 Alliances, Acquisitions, and Licensing 155 Idea Management 156 Idea Selection 157 Number of Ideas 157 Summary 160 Review Questions 161 Chapter 6 An Overview of the Design Process 164 Design 164 The Design Process 166 Opportunity Definition 166 Customer Measurement 168 Strategic Summary of the Customer's Input 168 Preliminary "What-lf" Forecasts 170 Evaluation 171 Refinement 171 Summary 172 Key Aspects of the Design Process 172 Summary 175 Review Questions 175 Chapter 7 Customer Measurement — A Review 176 Listening to Customers and the Market 177 Customer Measurement Process 179 Research Methods 180 Archival Search 181 Internal Sources 181 Government Statistics 181 Special Data Services 182 Qualitative Measurement 182 Quantitative Measurement 184 Computer-Aided Interviewing 185 Sampling 187 Measurement Instruments 189 Questionnaire Design 189 Some Pitfalls and How to Avoid Them 192 Wrong Semantics 192 Low Motivation 193 Poor Initial Questions 193 Difficult Questions to Answer 193 Products Unfamiliar to the Respondents 194 No Pretest 194 No Preanalysis 195 Poor Sampling 195 Underbudgeted Market Research 195 Summary 196 Attitude Scaling 196 Likért Scale 196 Semantic Differential 198 Graphical 198 Itemized 198 Pairs 199 Other Scales 199 Summary 199 Review Questions 200 Chapter 8 Perceptual Mapping: Identification of Strategic Benefits 201 Perception and the Core Benefit Proposition 201 Customers Buy Based on Perceptions 201 Subjective Benefits and Objective Features 203 Benefits and Value 203 Perceptual Maps 205 Some Examples 205 How Many Dimensions 207 Relationship to the Design Engineering 210 Summary: Managerial Requirements 212 Value Maps and Customer Priorities 213 Value Priorities 213 Value Maps 214 Perceptual Dimensions and Price 214 Use of Value Maps 215 Design and the Use of Maps 217 Benefit Opportunities 217 Concept Positioning 217 Identifying a New Dimension 218 After-Use Positionins 219 Summary 220 Review Questions 220 Chapter 9 Customer Needs and Perceptual Mapping: Methods and Procedures 222 Identifyins Customer Needs 222 What Is a Need? 223 Qualitative Methods 224 One-on-One Interviews 224 Focus Groups 225 Structured Methods 226 Other Sources of Customer Needs 227 Sorting Customer Needs into Hierarchies 227 Manaserial Judsment (Affinity Diasrams)' 228 Customer Sort and Cluster Analysis 229 Analytical Methods for Producing Perceptual Maps 233 Factor Analysis of Customer Needs 233 Underlyins Model of Customer Ratings 233 Identifying the Factor Dimensions 235 Determining the Number of Factor Dimensions 237 Producing Фе Perceptual Map 238 Estimating the Position of a New Product 238 Some Hints 239 Discussion and Summary 240 Scalins of Similarity Judsments 241 The Data 242 Producing the Perceptual Map 243 Naming the Axes 244 Position of the New Products 245 Some Hints 245 Discussion and Summary 245 A Comparison of the Quantitative Analytical Techniques 246 Factor Analysis and Similarity Scaling 246 Other Analytical Methods 246 Example Application: Health Maintenance Organization 247 Review Questions 251 Chapter 10 Strategic Product Positioning and Customer Preferences 253 Customer Preferences and Product Positioning 253 Strategic Role of Product Positioning 255 Manaserial Needs 255 Ensineerins Needs 257 The Concept of Importance Weights 258 Direct Measures of Customer Importances 259 Managerial Diagnostics 259 Forecasts of Customer Response 260 Alternative Measures 262 Self-Rated 263 Anchored Measures 263 Constant-Sum Measures 264 Comparison of Measures 266 Frequency of Mention 266 Revealed Preference Methods 267 Preference Regression 268 Methodology 269 Managerial Diagnostics 270 Prediction of Response to Product Revision 270 The Bane of Colinearity among Customer Needs 270 Leading-Edge User Maps and an Example of Preference Regression Estimation of Importances 270 Discussion 270 Conjoint Analysis 272 Method 273 Hybrid Conjoint Analysis 276 Managerial Diagnostics 277 Market Simulation 277 Discussion 278 Summary 279 Review Questions 279 Chapter 11 Benefit Segmentation and Product Positioning 281 Segmentation and New Product Design 281 Benefit Segmentation with Discrete Segments 283 Clustering of Direct Measures 283 Search and Test with Revealed Measures 285 Managerial Use of Benefit Segmentation 286 Taste Diagrams 289 Illustrative Taste Diagram 289 Tylenol versus Datril 290 Managerial Diagnostics 291 Methodology 293 Discussion 294 Strategic Value Positioning 294 Competitive Price and Positioning Interactions 295 How Markets Evolve 296 Summary 297 Review Questions 297 Chapter 12 Estimating Sales Potential: "What-If" Analyses 299 Role of Sales Potential in the Design Process 299 Accuracy Depends on Decision Needs 300 Long-Run Potential versus Short-Run Sales 300 "What-If" Capability 301 Sensitivity to Competitive Actions 301 The Goals of the Organization 302 Models of Sales Potential 302 Intent Translation 302 Intention Scales 302 Modified Intentions 305 Probability Scales 305 Preference Rank-Order Transformation 306 Losit Analysis: An Analytical Technique to Estimate Purchase Probabil¬ ities 309 Logit Model Structure 309 Estimation of Parameters 311 Managerial Use of the Model 312 Summary of Purchase Potential Models 314 Models of Sales Formation 315 Awareness and Distribution Adjustments 316 Dynamics 317 Trial and Repeat 317 Diffusion of Innovation 320 Multiperson Decision Makins—The Buying Center 321 Summary of Sales Formation Models 325 Information Acceleration 326 Managerial Use of Sales Models for "What-lf " Forecasting 329 Summary 331 Review Questions 331 Chapter 13 Designing for Quality Completing the Design 333 Design and Quality 333 Primary, Secondary, and Tertiary Customer Needs 334 Customer-Driven Design 335 Voice of the Customer 335 Engineering Characteris¬ tics 337 Customer-Engineering Relationship 338 Quality Function Deployment (QFD) 339 Linking Customer Needs and Engineering Characteristics — House of Quality Approach 341 Use of the House of Quality 344 Beyond House-of-Quality Integration 346 Applications Vignettes 348 Design for Manufacturing 349 Computer-Integrated Manufacturing (СІМ) 350 Robust Design 350 Experimental Design and Continuous Improvement 351 Engineering Design Dynamics and Creativity 352 Proximity and Coordination 355 Engineering Services 356 Marketing Mix 357 Coordination in the Marketing Elements 357 Developing Advertising and Sales Copy 358 Advertising Copy 358 Sales Presentations 365 Advertising Budgeting 365 Selling Effort 368 Distribution 369 Pricing 372 Promotion 373 Sampling 374 Couponing 375 Price-Off 375 Packaging, Product Name, and Point-of-Purchase Display 376 Service 376 Summary of Marketing Mix Determination 377 Total Quality 378 Philosophy 378 Quality Awards 379 Summary 381 Review Questions 383 Chapter 14 Integrated Design: Case Examples Consumer Packaged Goods Case — Laundry Detergent 386 Market Definition 386 Idea Generation 388 Concept Evaluation and Refinement 391 Product Fulfillment and Quality 392 Forecasts and Evaluations 395 Marketing Mix 396 Puritan-Bennett's Renaissance Spirometry System 398 Spirometry 398 Puritan Bennett 399 Competitive Attack 399 Response Options 402 Developing the House of Quality 402 Voice of the Customer 403 Engineering Targets 404 The Renaissance™ Spirometry System 406 Summary 409 Consumer Durables — Home Word Processor 409 Masamoto Corporation 410 Typewriters, Personal Computers, or Word Processors? 410 Segmentation 412 Technology 413 Developing Core Benefits 413 Market¬ ing Activities 415 Sale Forecast 416 Industrial Products — Cad/Cam Software 416 Idea Generation 416 Positioning 417 Evaluation 418 Product Fulfillment 419 Marketing Mix and Forecasting 419 Summary 420 Services—Health Maintenance Organizations 421 Conclusion 421 Review Questions 422 Chapter 15 Advertising and Product Testing 424 Strategy for Testing New Products 425 Reduction of Risk 425 Maximization of Expected Benefit 426 Advertising Testing 428 Criteria for Evaluating Advertisins Copy 429 Consumer Response Hierarchy 429 Likabil/ty, Believability, and Meaningfulness 430 Methods Used to Test Advertising Copy 431 Selecting a Method 433 Reliability 434 Validity 434 Expected Revenue Gain 435 Recommendations 436 Testing Personal Selling Presentations 437 Product Quality Testing 437 Laboratory Tests 439 Expert Evaluation 440 Customer tests 441 Sinsle-Product Evaluation 442 Blind Tests A\4 Experimental Variations 442 Summary of Product Testing Procedures 443 Case: Taste Tests for Squid Chowder 444 Study Design 444 Experimental Results 445 Managerial Diagnostics 446 Summary 447 Review Questions 448 Chapter 16 Pretest Market Forecasting 449 Criteria for Pretest Market Analysis 449 Accuracy 450 Managerial Diagnostics 450 Timeliness 450 Cost 451 Alternative Approaches 451 Packaged Goods 452 Judgment and Past Product Experience 452 Trial/Repeat Measurement 454 Test Market Models 455 Dynamic Stochastic Models 456 Home Delivery Measures 457 Laboratory Measurement 458 Summary of Trial/Repeat Measurement 460 Attitude Change Models 460 Convergent Measures and Models 461 Research Design and Measurement 463 Model Structure 465 Convergence 466 Predictions and Marketing Plans 466 Summary of Alternative Approaches and Commercial Services 467 Accuracy of Pretest Market Forecasting 468 Published Validation Data 468 Managerial Use of Validation Data 470 Value of Pretest Market Forecasting of Packaged Goods 472 Managerial Use of Pretest Market Analyses — Minicases 474 Case 1 : Laundry Product 474 Case 2: Household Product 474 Case 3: Deodorant 475 Case 4: Over- the-Counter Drug 475 Case 5: Vitamin Supplement 476 Summary of Packaged Goods Pretest-Market Forecasting 476 Durable Consumer Products 478 The Case of Automobiles (as Representative of Durable Goods) 478 Consumer Response 479 Search and Experience 479 Word-of-Mouth Communication/Magazine Reviews 479 Importance of Availability 479 Managerial Issues 479 No Test Market 479 Replace Existing Model Car 479 Production Constraints 480 "Price" Forecasting Problem 480 Measurement 481 Flow Models 482 Calibration and Fitting 484 Managerial Application of Flow Model 484 Validation 487 Other Auto Applications 488 Other Durable Goods Applications 489 Extensions 489 Categorization and Consideration 489 Information Acceleration 490 Industrial and Services Products 491 Summary 492 Review Questions 492 Chapter 17 Test Marketing 494 Deciding Whether or Not to Test Market 495 Advantages 495 Disadvantages 495 Making the Decision 496 Test-Market Strategies 499 Replicate National 499 Experimentation 500 Behavioral Model-Based Analysis 501 Behavioral Foundations of Test Market Analysis 501 Diffusion Process 502 Characteristics of Innovators 503 Communication Process and Opinion Leadership 503 Hierarchy of Effects 506 Methods to Analyze Test Markets 507 Panel Data Projection Models 508 Recursive Models 509 Macro-Flow Models 510 Continuous Flow Models 514 Durable and Industrial Products and Services 517 Selecting an Analysis Method 518 Case: Heritage Pastry 518 Planning the Test Market 518 Tracking the Test Market 520 Forecasting National Sales 522 Decision: Improve and Go, or Drop 522 Go/No Go Analysis 523 Decision Frontier Revisited 523 Quantifying Risk and Expected Benefit 525 Managing Enthusiasm 525 Summary 526 Review Questions 526 Chapter 18 Launching the Product 530 Launch Planning 531 Coordination of Marketing and Production 531 Timing of Launch 533 Critical Path Analysis 535 Management of the Launch 536 Tracking the Launch 539 Need to Monitor 539 Control System 541 Adaptive Control and Experimentation 544 Durable and Industrial Products 546 Early Projections of Sales 547 Price Dynamics 550 Services: Family Planning Case 550 Background and Model 551 Input and Fitting 552 Tracking Results 553 Managerial Use of the Analysis 554 Summary 555 Review Questions 556 Chapter 19 Managing through the life Cycle 558 A Theoretical Life Cycle 559 Monitoring Life-Cycle Causes 560 Market Saturation 560 New Technology 562 Competition 564 Strategy Varies over the Life Cycle 565 Introduction 565 Growth 566 Maturity 567 Maintenance 567 Defense 567 Innovation at Maturity 568 Decline 568 Marketing Decision-Support Systems 569 Marketins-Mix Decisions 572 Data for Bulletins MDSS Models 573 Managerial Judgment 573 Experimentation 573 Statistical Analysis of Market History 573 Planning and Control 573 Case History 575 Summary of the Case and Update 579 Competitive Strategy 579 A "Prisoner's Dilemma" 579 Lons-Run versus Short-Run Strategies 582 Coalitions 583 Relationship to Positioning 584 Other Situations 585 Core Competency 586 Customer Satisfaction and Quality 587 Avoids Short-Termism 589 Identifies Potential Switchers 590 Rewards at the Proper Levels 590 Measurement Issues 591 Relative to Competition 591 Customers and Potential Customers 591 Room at the Top 592 Sufficient Sample 593 Relative to Customer Needs 593 Innovation in the Mature and Decline Phase of the Life Cycle 594 Production Innovation 594 Product Line Flankers and Extensions 595 Repositioning and Rejuvenation 596 Summary 597 Review Questions 598 Chapter 20 Organizing for Innovation 601 Formal Organization 602 Research and Development 602 Marketing/Product Manasers 603 New-Product Department 604 Entrepreneurial Division 605 Corporate Structures 605 Matrix Organization and Venture Groups 606 Multidivisional Groups 607 Alliances 608 Top- Management Involvement 609 Informal Organization: Coordination 611 Leap Before You Look 612 Plan then Plunge then Plan Again 612 Feed it or Shoot it? 614 Cut it Loose 614 Up-Over-Down versus Across 614 Informal Organization: Roles 617 Champion 617 Protector 618 Auditor/Controller 618 Creator/Inventor 618 Leader 619 Strategist 620 Judge 621 Relationship Between Formal and Informal Roles 621 Implementing Informal Roles 623 Typical Organizational Problems: Situations, Diagnosis, and Action 623 Review Questions 628 Chapter 21 Customizing the New-Product Development Process 630 Variations by Scale of the Organization 631 Variations by Product Type (Durable, Industrial, Service, High Technological) 634 Variations by Strategic Emphasis 637 Flankers and Niche Products 638 Revolutionary Products 638 Reactive Strategies 640 Defensive Innovation 641 Acquisition and Licensing 641 Production 642 Summary 643 Local Introduction and Expansion to National and International Markets 643 Adapting to External Challenges — Other Clientele 644 Channels 644 Public Interest Groups 645 Government Regulators 646 Employees and Stock Holders 647 Summary 647 Review Questions 648 Chapter 22 New-Product Development Revisited 649 Correlates of Success Revisited 650 Match to Customer Needs 650 High Value to the Customer 650 Innovative 652 Technical Superiority 652 Screening, Analysis, and Decision Support Systems 652 Favorable Competitive Environment 653 Fit Internal Company Strengths 653 Communication among Functions 653 Top-Management Support 653 Enthuasiastic Champion 653 New-Product Organization 654 Use New-Product Process 654 Avoid Unnecessary Risk 654 Short Time to Market 654 Worldwide Stratesy 655 Quality and Customer Satisfaction 655 Reasons for Failure Revisited 655 Market Too Small 655 Poor Match for the Company 655 Not New/Not Different 657 No Real Benefit 657 Poor Positioning versus Competition 657 Inadequate Support from the Channel of Distribution 657 Forecastins Error 658 Poor Timins 658 Competitive Response 658 Major Shifts in Technology 658 Chanses in Customers' Tastes 658 Chanses in Environmental Constraints 659 Poor Repeat Purchase or No Diffusion of Sales 659 Poor After-Sales Service 659 Insufficient Return on Investment 659 Lack of Coordination in Functions 660 Orsanizational Problems 660 Checklist for New-Product Development 660 Future of New Product Development 664 Review Questions 665 Index 693
any_adam_object	1
author	Urban, Glen L. Hauser, John R.
author_facet	Urban, Glen L. Hauser, John R.
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id	DE-604.BV008205574
illustrated	Illustrated
indexdate	2024-11-12T13:03:05Z
institution	BVB
isbn	0132015676
language	English
oai_aleph_id	oai:aleph.bib-bvb.de:BVB01-005414934
oclc_num	318208389
open_access_boolean
owner	DE-19 DE-BY-UBM DE-473 DE-BY-UBG DE-355 DE-BY-UBR DE-703 DE-860 DE-384 DE-739 DE-634 DE-83 DE-11 DE-188 DE-91 DE-BY-TUM DE-2070s
owner_facet	DE-19 DE-BY-UBM DE-473 DE-BY-UBG DE-355 DE-BY-UBR DE-703 DE-860 DE-384 DE-739 DE-634 DE-83 DE-11 DE-188 DE-91 DE-BY-TUM DE-2070s
physical	XXVII, 701 S. Ill., graph. Darst.
publishDate	1993
publishDateSearch	1993
publishDateSort	1993
publisher	Prentice-Hall
record_format	marc
spelling	Urban, Glen L. Verfasser aut Design and marketing of new products Glen L. Urban ; John R. Hauser 2. ed. Upper Saddle River, NJ Prentice-Hall 1993 XXVII, 701 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Diseño industrial - Estados Unidos Mercadeo Productos nuevos Marketing (DE-588)4037589-4 gnd rswk-swf Design (DE-588)4011510-0 gnd rswk-swf Produktplanung (DE-588)4135135-6 gnd rswk-swf Neues Produkt (DE-588)4171552-4 gnd rswk-swf Produktinnovation (DE-588)4047346-6 gnd rswk-swf Produktmanagement (DE-588)4125960-9 gnd rswk-swf Produktmarketing (DE-588)4134049-8 gnd rswk-swf Produktinnovation (DE-588)4047346-6 s Design (DE-588)4011510-0 s DE-604 Marketing (DE-588)4037589-4 s Produktmarketing (DE-588)4134049-8 s Produktplanung (DE-588)4135135-6 s Neues Produkt (DE-588)4171552-4 s Produktmanagement (DE-588)4125960-9 s 1\p DE-604 Hauser, John R. Verfasser aut Digitalisierung UB Passau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=005414934&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk
spellingShingle	Urban, Glen L. Hauser, John R. Design and marketing of new products Diseño industrial - Estados Unidos Mercadeo Productos nuevos Marketing (DE-588)4037589-4 gnd Design (DE-588)4011510-0 gnd Produktplanung (DE-588)4135135-6 gnd Neues Produkt (DE-588)4171552-4 gnd Produktinnovation (DE-588)4047346-6 gnd Produktmanagement (DE-588)4125960-9 gnd Produktmarketing (DE-588)4134049-8 gnd
subject_GND	(DE-588)4037589-4 (DE-588)4011510-0 (DE-588)4135135-6 (DE-588)4171552-4 (DE-588)4047346-6 (DE-588)4125960-9 (DE-588)4134049-8
title	Design and marketing of new products
title_auth	Design and marketing of new products
title_exact_search	Design and marketing of new products
title_full	Design and marketing of new products Glen L. Urban ; John R. Hauser
title_fullStr	Design and marketing of new products Glen L. Urban ; John R. Hauser
title_full_unstemmed	Design and marketing of new products Glen L. Urban ; John R. Hauser
title_short	Design and marketing of new products
title_sort	design and marketing of new products
topic	Diseño industrial - Estados Unidos Mercadeo Productos nuevos Marketing (DE-588)4037589-4 gnd Design (DE-588)4011510-0 gnd Produktplanung (DE-588)4135135-6 gnd Neues Produkt (DE-588)4171552-4 gnd Produktinnovation (DE-588)4047346-6 gnd Produktmanagement (DE-588)4125960-9 gnd Produktmarketing (DE-588)4134049-8 gnd
topic_facet	Diseño industrial - Estados Unidos Mercadeo Productos nuevos Marketing Design Produktplanung Neues Produkt Produktinnovation Produktmanagement Produktmarketing
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=005414934&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT urbanglenl designandmarketingofnewproducts AT hauserjohnr designandmarketingofnewproducts

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