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Giáo trình: Marketing Management_ Chapter 8

Tài liệu giáo trình môn Marketing management_ Chapter " New Product Development", dành cho sinh viên bậc đại học, cao học đang theo học các ngành kinh tế, marketing. | MARKETING MANAGEMENT New Product Development RUSSELL S. WINER Chapter 8 E h Key Learning Points Why new products are important. Factors affecting new product success and failure. Three major approaches to new product development. Steps in bringing a new product to market. Special topics in new product development. Impact of the Internet on new product development. Importance of New Products New products are critical to the longterm success of companies. - Successful companies in many industries generate a large percentage of their total sales from new products. 50 of sales come from new products among highly successful firms. - Companies spend substantial amounts of money developing new .