Market-Oriented Product Innovation differs from most other titles, written either from a marketing or technical perspective, by giving a holistic view of the product innovation process. It has a product perspective, written from a managerial point of view, recognizing that product innovation, or new product development, is a discipline of its own. It is concerned with managing the products (goods and services) through their life cycle, integrating marketing knowledge and technological expertise, with the aim of getting satisfied customers. The book also gives a thorough treatment of the human and cultural aspects of product innovation by focusing on the change processes needed for the development of a market-oriented culture.
- ISBN10 1475757212
- ISBN13 9781475757217
- Publish Date 15 January 2014 (first published 31 October 2002)
- Publish Status Withdrawn
- Out of Print 18 October 2014
- Publish Country US
- Imprint Springer
- Format Paperback (US Trade)
- Pages 428
- Language English