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Winning at New Products
- Author
- Robert G. Cooper
- Narrator
- James Edward Thomas
- Publisher
- Hachette Audio
- Publish Date
- 19 September 2017
- Run Time
- 17 hours 25 minutes
- Format
- Audiobook
What to expect
For more than two decades, Winning at New Products has served as the bible for product developers everywhere. Robert G. Cooper demonstrates why consistent product development is vital to corporate growth and how to maximize your chances of success. Citing the author's most recent research, Winning at New Products showcases innovative practices by industry leaders to present a field-tested game plan for achieving product leadership. Cooper outlines specific strategies for making sound business decisions at every step-from idea generation to launch. This fully updated and expanded edition is an essential resource for product developers around the world.
"This is a must read. There's so much new in this book, from how to generate the breakthrough ideas, picking the winners, and driving them to market successfully." -- Philip Kotler, Professor of International Marketing, Northwestern University, Kellogg School of Management
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Details
- Author
- Robert G. Cooper
- Narrator
- James Edward Thomas
- Duration
- 17 hours 25 minutes
- Release Date
- 19 September 2017
- ISBN
- 9781478923763
- Format
- Audiobook
- Publisher
- Hachette Audio
- Genre
- Market research, Research and development management, Product design, Business strategy
Synopsis
A fully updated edition of the classic business reference book on product development from a world renowned innovation management scholar For more than two decades, Winning at New Products has served as the bible for product developers everywhere. Robert G. Cooper demonstrates why consistent product development is vital to corporate growth and how to maximize your chances of success. Citing the author's most recent research, Winning at New Products showcases innovative practices by industry leaders to present a field-tested game plan for achieving product leadership. Cooper outlines specific strategies for making sound business decisions at every step-from idea generation to launch. This fully updated and expanded edition is an essential resource for product developers around the world. "This is a must read. There's so much new in this book, from how to generate the breakthrough ideas, picking the winners, and driving them to market successfully." -- Philip Kotler, Professor of International Marketing, Northwestern University, Kellogg School of Management
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