The Handbook of Marketing presents a major retrospective and prospective overview of the field of marketing, and provides a landmark reference at a time when many of the traditional boundaries and domains within the marketing discipline have been subject to change. The Handbook frames, assesses and synthesizes the work in the field and helps to define and shape its current and future development. It includes contributions from leading scholars in the field, and the input of an international and extremely distinguished advisory board of marketing academics. The Handbook of Marketing will be invaluable to advanced undergraduates, graduate students and academics in marketing.

Product Development – Managing a Dispersed Process

Product development – managing a dispersed process

The Challenge of a Dispersed Product Development Process

New product development has a long history in marketing, including research on customer preferences (Green & Wind, 1975; Green & Srinivasan, 1990; Srinivasan & Shocker, 1973), product positioning and segmentation (Currim, 1981, Green & Krieger, 1989a, 1989b; Green & Rao, 1972; Hauser & Koppelman, 1979), product forecasting (Bass, 1969; Jamieson & Bass, 1989; Kalwani & Silk, 1982; Mahajan & Wind, 1986, 1988; McFadden, 1974; Morrison, 1979), and test marketing (Urban, 1970; Urban et al., 1990). The applications have been many and varied and have led to a deeper understanding of how to gather and use information about the customer in the design, testing, launch, and ...

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