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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Full Text (via Springer) |
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| Main Authors: | , , |
| Format: | eBook |
| Language: | English |
| Published: |
Houndmills, Basingstoke ; New York :
Palgrave Macmillan,
2010.
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| Subjects: |
MARC
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| 100 | 1 | |a Goffin, Keith, |e author. | |
| 245 | 1 | 0 | |a Identifying hidden needs : |b creating breakthrough products / |c Keith Goffin, Fred Lemke, and Ursula Koners. |
| 260 | |a Houndmills, Basingstoke ; |a New York : |b Palgrave Macmillan, |c 2010. | ||
| 300 | |a 1 online resource (xxiv, 261 pages) : |b illustrations. | ||
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| 505 | 0 | |a 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. | |
| 504 | |a Includes bibliographical references and index. | ||
| 520 | |a 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. | ||
| 546 | |a English. | ||
| 588 | 0 | |a Print version record. | |
| 650 | 0 | |a New products |x Marketing. | |
| 650 | 0 | |a Strategic planning. | |
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| 650 | 7 | |a Strategic planning. |2 fast |0 (OCoLC)fst01134371. | |
| 700 | 1 | |a Lemke, Fred, |e author. | |
| 700 | 1 | |a Koners, Ursula, |e author. | |
| 776 | 0 | 8 | |i Print version: |a Goffin, Keith. |t Identifying hidden needs. |d Houndmills, Basingstoke ; New York : Palgrave Macmillan, 2010 |z 9780230219762 |w (DLC) 2010050733 |w (OCoLC)691205357. |
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