Market Oriented Product Innovation

A Key to Survival in the Third Millennium

Business & Finance, Management & Leadership, Production & Operations Management, Management
Cover of the book Market Oriented Product Innovation by Knut Holt, Springer US
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Author: Knut Holt ISBN: 9781475757200
Publisher: Springer US Publication: March 14, 2013
Imprint: Springer Language: English
Author: Knut Holt
ISBN: 9781475757200
Publisher: Springer US
Publication: March 14, 2013
Imprint: Springer
Language: English

Market-Oriented Product Innovation differs from most other titles, written either from a marketing or technical perspective, by giving a holistic view of the product innovation process. It has a product perspective, written from a managerial point of view, recognizing that product innovation, or new product development, is a discipline of its own. It is concerned with managing the products (goods and services) through their life cycle, integrating marketing knowledge and technological expertise, with the aim of getting satisfied customers. The book also gives a thorough treatment of the human and cultural aspects of product innovation by focusing on the change processes needed for the development of a market-oriented culture.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Market-Oriented Product Innovation differs from most other titles, written either from a marketing or technical perspective, by giving a holistic view of the product innovation process. It has a product perspective, written from a managerial point of view, recognizing that product innovation, or new product development, is a discipline of its own. It is concerned with managing the products (goods and services) through their life cycle, integrating marketing knowledge and technological expertise, with the aim of getting satisfied customers. The book also gives a thorough treatment of the human and cultural aspects of product innovation by focusing on the change processes needed for the development of a market-oriented culture.

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