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Anotace knihy

Many new products fail because they are based on ideas generated in focus groups and surveys -- methods that only scratch the surface of the customer's imagination. This book describes an approach to market research that uses new, probing methods to identify customers' hidden needs -- requirements that customers have not even recognized themselves. New products and services which satisfy customer's hidden needs can be clearly differentiated from existing products and lead to real competitive advantage. Written by experts in the field, this book takes a practical approach to explaining how to generate real customer insights and contains a wealth of international case studies demonstrating how breakthrough product development can be achieved.

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Business & management Management & management techniques

• Plný název: Identifying Hidden Needs
• Autor: Keith Goffin
• Jazyk: Angličtina
• Vazba: Pevná
• Počet stran: 261
• EAN: 9780230219762
• ISBN: 0230219764
• ID: 04039927
• Nakladatelství: PALGRAVE MACMILLAN
• Hmotnost: 578 g
• Rozměry: 244 × 156 × 1 mm
• Datum vydání: 06. October 2010

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