Creative marketing for new product and new business development
New products and new business development require innovative, creative marketing solutions in order to successfully differentiate them from competing products in the marketplace. This important book explores and elucidates the essence of creativity, with an emphasis on how to proceed with R & D...
| Други автори: | Ishikawa, Akira, 1934-, Tsujimoto, Atsushi. |
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| Формат: | Електронен |
| Език: | English |
| Публикувано: |
Singapore ; Hackensack, N.J. :
World Scientific Pub. Co.,
2008.
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| Предмети: | |
| Онлайн достъп: |
http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=518652 |
| Резюме: |
New products and new business development require innovative, creative marketing solutions in order to successfully differentiate them from competing products in the marketplace. This important book explores and elucidates the essence of creativity, with an emphasis on how to proceed with R & D activities strategically and how to connect them with successful products, services and commercialization. Using interesting, real case studies such as "Healthy TeaTM" developed by Japan Coca-Cola, Inc., the recommendation engine "Teach Me Electronic Appliances", and the development of various robots, the book uncovers the secret of successful marketing and shows how to develop and deploy new products and services on a sustainable basis. It will therefore appeal to both business practitioners as well as researchers and students interested in innovation and marketing issues. |
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| Описание на библ. документ: |
1. Introduction. 1.1. From the age of information to the age of information communication (network). 1.2. A course of action for companies in the ubiquitous age. 1.3. Development and deployment of three business-intelligence (BI) type information (management) systems. Pt. 1. General outline section. 2. Strategic planning and R & D management. 2.1. The modern enterprise and R & D. 2.2. Management strategy and its relationships with R & D and product development management. 3. R & D project planning, selection, and evaluation. 3.1. Planning and selecting R & D projects. 3.2. Operational management and evaluation of R & D projects. 4. The new systematization and assetization of information. 4.1. Systematization and assetization of technological and R & D information. 4.2. Systematization and assetization of market development information. 5. How to advance R & D, new product development, and new business development: requirements that should be taken into consideration towards these ends. 5.1. Considerations for acquiring and selecting data from sources of information. 5.2. The relevance between information sources and basic research. 5.3. Relevance between sources of information and applied research. 5.4. Effective R & D and personnel training management. |
| Физически характеристики: |
1 online resource. |
| Библиография: |
Includes bibliographical references and index. |
| ISBN: |
9789812772190 9812772197 |