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Anyone involved in any phase of new product initiation will enjoy this step-by-step guide to generating product ideas, choosing the right project, dealing with risk, developing the market plan, testing the product and the strategy, and understanding timing.
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About the Author:
Robert G. Cooper is a professor of marketing at McMaster University. Founder of the widely employed StageGate product development process, he lives in Oakville, Ontario. Scott J. Edgett is associate professor of marketing at McMaster University and director of the Product Development Institute. He lives in Ancaster, Ontario. Elko J. Kleinschmidt is professor of marketing and international business and director of the engineering and management program at McMaster University. He lives in Ancaster, Ontario.
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- PublisherWadsworth Publishing Co Inc
- Publication date1986
- ISBN 10 0039219992
- ISBN 13 9780039219994
- BindingHardcover
- Number of pages292
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