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Designing Winning Products (Advances in Business Marketing & Purchasing) : Advances in Business Marketing and Purchasing - Arch G. Woodside

Designing Winning Products (Advances in Business Marketing & Purchasing)

Advances in Business Marketing and Purchasing

By: Arch G. Woodside (Editor), Timo Liukko (Editor), Ari Lehtonen (Editor)

Hardcover Published: 20th December 2000
ISBN: 9780762306824
Number Of Pages: 324

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Written for marketing executives, new product/service managers, and marketing research professionals, Designing Winning Products (DWP) focuses on design and market testing issues/solutions for new business-to-business products and services. The first three chapters synthesize the product innovation literature; the objective of these chapters is to increase marketing and product managers' technical skills for testing customer acceptance of alternative new product/service designs. Detailed examples of applying these skills are described in seven later chapters - these chapters describe how to apply conjoint analysis and choice experiments with B-to-B customers in specific European and North American markets. A chapter is devoted to describing how superior new products sometimes fail to attract known customers - the nitty-gritty nuances behind the innovator's dilemma.
More than 50 diagrams, tables and figures support the text; the chapter discussions and end-of-chapter references include more than 300 complete citations to additional sources.

List of Contributorsp. vii
Prefacep. ix
Designing Winning Products Based on How Customers Think and Buyp. 1
Modeling Customer Preferences for Alternative Product Designsp. 29
Uses and Usefulness of Testing Customer Acceptance of Product Designsp. 49
How Business-to-Business Buyers Frame Problems and the Influence of Value-Added Customers Services (Vacs) on Supplier Choicep. 75
Testing Acceptance of New Product Designs Among Customers at Different Operating Levels in Client Firmsp. 117
Designing New Products for Person-Situation Customer Segmentsp. 143
Testing Industrial Customer Acceptance of New Control-Display Panel Designs in Asian, Australian and European Marketsp. 179
Testing Manufacturers' Acceptance of Competing Subcontractor Price-Quality-Service Designsp. 199
Testing Customer Acceptance and the Subsequent Design of New, Flexible Manufacturing Systems (Robots)p. 223
Automatic Cognitive Processing and Choice of Suppliers by Business-to-Business Customersp. 245
When Superior New Technologies are Rejectedp. 255
Concluding Observations on Designing Winning Productsp. 295
Table of Contents provided by Syndetics. All Rights Reserved.

ISBN: 9780762306824
ISBN-10: 0762306823
Series: Advances in Business Marketing and Purchasing : Book 10
Audience: General
Format: Hardcover
Language: English
Number Of Pages: 324
Published: 20th December 2000
Country of Publication: GB
Dimensions (cm): 23.39 x 15.6  x 1.91
Weight (kg): 0.63

Earn 446 Qantas Points
on this Book