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Identifying hidden needscreating bre...

Goffin, Keith.

Identifying hidden needscreating breakthrough products /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Identifying hidden needsKeith Goffin, Fred Lemke, and Ursula Koners.
Reminder of title:	creating breakthrough products /
Author:	Goffin, Keith.
other author:	Lemke, Fred.
Published:	Houndmills, Basingstoke ;Palgrave Macmillan,2010.
Description:	1 online resource (xxiv, 261 p.) :ill.
Subject:	New productsMarketing.
Online resource:	An electronic book accessible through the World Wide Web; click for information
ISBN:	9780230294486 (electronic bk.)

Identifying hidden needscreating breakthrough products /
Goffin, Keith.

Identifying hidden needscreating breakthrough products /[electronic resource] :Keith Goffin, Fred Lemke, and Ursula Koners. - Houndmills, Basingstoke ;Palgrave Macmillan,2010. - 1 online resource (xxiv, 261 p.) :ill.

Includes bibliographical references and index.

PART I: WHY HIDDEN NEEDS APPROACHES ARE REQUIRED -- PART II: TRADITIONAL MARKET RESEARCH METHODS --PART III: INNOVATIVE MARKET RESEARCH METHODS -- PART IV: DESIGNING BREAKTHROUGH PRODUCTS AND SERVICES.

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.

ISBN: 9780230294486 (electronic bk.)

Standard No.: 9786612998201

Source: 310519Palgrave Macmillanhttp://www.palgraveconnect.comSubjects--Topical Terms:

209607
New products
--Marketing.Index Terms--Genre/Form:

214472
Electronic books.

LC Class. No.: HF5415.153 / .G64 2010

Dewey Class. No.: 658.8/3

Identifying hidden needscreating breakthrough products /
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