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David V. Tennant
Product Development
Читать книгу Product Development - David V. Tennant - Страница 1
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Страница 1
Product Development An Engineer’s Guide to Business Considerations, Real-World Product Testing, and Launch
Страница 3
Table of Contents
List of Illustrations
List of Tables
Guide
Pages
Acknowledgments
About the Author
1 Introduction to Product Development
Project Management and Product Development
What Is Product Development?
How This Book Is Organized
2 The Role of Marketing in Product Development Corporate Strategy – Strategic Planning
Discussion Case 2.1 – The Eastman Kodak Company Based on
5
Case 2.1 Discussion Questions
Marketing, Sales, and the Four Ps
The 1
st
P – Product
Example of Product Displacement
What Marketing Cannot Do
Discussion Case 2.2 (Refer to
Table 2.2
)
The 2
nd
P – Promotion
The 3rd P – Pricing
The 4
th
P – Placement
The Business Case
The Roles of Marketing and Engineering in Product Development
Marketing Services
New Product Development and Market Economics: The Future of Electric Trucks vs Costs and Public Policy
Public Policy
Other Marketing Considerations
Electric Vehicle Discussion Questions
Chapter Key Points
Discussion Questions
Answers to Case 2.1 Discussion Questions – Kodak
Answers to Discussion Case 2.2 – Portable Battery Unit
Answers to Discussion Questions
References
Bibliography
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