Developing New Products and Services: The Marketer's Role

Marketer's Toolkit: The 10 Strategies You Need to Succeed

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HBP

This chapter is excerpted from Harvard Business Essentials: Marketer's Toolkit. Traditional market research techniques are applied to developing incremental updates on existing products. The development may take a horizontal path to like products or a vertical path to make premium or budget versions of one line. However, market research may suggest breakthrough products that pose a larger market risk but can equal unprecedented results. This chapter concentrates all of these options and defines the marketer's role in each. This chapter can be used alone or in concert with other Harvard Business School Press chapters grouped together into learning clusters. Other basic-level chapters on marketing: products 2556BC, 2564BC, 2572BC, 2580BC, 2602BC, 2610BC, 2629BC, 2637BC, 2645BC, and 2653BC.

出版日
2005/11
領域
マーケティング
ボリューム
25ページ
コンテンツID
CCJB-HBS-2599BC
オリジナルID
2599BC
ケースの種類
Press Chapter
言語
英語
カラー
製本の場合、モノクロ印刷での納品となります。

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