The New Products Workshop: Hands-On Tools for Developing Winners

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9780070203518: The New Products Workshop: Hands-On Tools for Developing Winners
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In this practical and exciting book, Barry Feig shares the secrets that have helped his clients earn millions of dollars with successful new products and by revitalizing existing products. He gives you the complete how-tos and whys of successful product development, all illustrated with real-life war stories from his own extensive experience as a product doctor.
His hands-on workshop approach presents a complete, step-by-step method for developing and marketing winning products. You'll find a wealth of actionable ideas and insights into all stages of product development and positioning - generating workable product ideas, assessing the likelihood of market success, testing the waters before committing big bucks to prototypes, giving the product a memorable name and image and introducing it into a receptive marketplace. Examples, checklists, charts, and practical applications guide you every step of the way.
Each concept is illustrated with numerous examples of well-known new-product successes and failures. Spanning all industries, the author shares insider secrets that have helped both large and small companies create winning new products.
In addition to covering all the practical basics of new-product development, the author goes beyond the scope of other books to show you how to create new marketing opportunities in the surest, quickest possible way; perfect the fine art of positioning the product; make logical marketing decisions out of illogical marketing research; turn ideas into gold in every phase of new-product development; reduce the risk inherent in product development and avoid the piffalls that lead to new-product failure; and make every product an on-the-shelf salesperson with a key physical or emotional feature
The author also presents a truly breakthrough concept in the art of new-product development - share of heart. By establishing the emotional link that wins the hearts and minds of consumers, you make your product something of great personal value. This book shows you exactly how to achieve a share of heart, and incorporate it into every stage of new-product development.
Whether you're a manager trying to enter a new business, an entrepreneur trying to enter a market, or a new-product manager for a large company, this indispensable guide will make new-product development an exciting, rewarding, and profitable experience!

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Barry Feig
Published by Mcgraw-Hill (1992)
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