Identifying hidden needs : creating breakthrough products / Keith Goffin, Fred Lemke, and Ursula Koners.

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...

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Bibliographic Details

Online Access:	Full Text (via Springer)
Main Authors:	Goffin, Keith (Author), Lemke, Fred (Author), Koners, Ursula (Author)
Format:	eBook
Language:	English
Published:	Houndmills, Basingstoke ; New York : Palgrave Macmillan, 2010.
Subjects:	New products > Marketing. Strategic planning.