FROM EXPERIENCE - THE ROLE OF MARKET-RESEARCH IN THE DEVELOPMENT OF NEW CONSUMER PRODUCTS

被引：0

作者：

DAVIS, RE

机构：

来源：

JOURNAL OF PRODUCT INNOVATION MANAGEMENT | 1993年 / 10卷 / 04期

关键词：

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Managers today face the twin challenges of producing better results, faster than ever before. Robert Davis presents a number of lessons on how market research can enhance a typical new product development and decision plan. His central theme is the disciplined use of very focused market research to make better and faster decisions about a new product throughout its development. These lessons are based on his thirty years of experience in market research, mostly in the new products work conducted at Procter & Gamble.

引用

页码：309 / 317

页数：9

共 6 条

[1]

Cooper R., 1986, WINNING NEW PRODUCTS, V1st ed.

[2] SELECTING WINNING NEW PRODUCT PROJECTS - USING THE NEWPROD SYSTEM [J].