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Design and Marketing Of New Products (2nd Edition), by Glen L. Urban, John R. Hauser
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A complete and practical, how-to exploration of each step in the strategy, opportunity identification, design, testing, launch, and profit-management stages of new-product development. Revision of over 75% of the book ... offers a managerial focus - with an emphasis on understanding the issues and solving the problems by implementing a variety if state-of-the-art methods and perspectives ... integrates marketing, R&D, production engineering, and financial aspects of new product design and marketing ... uses real-world examples to illustrate issues and solutions.
- Sales Rank: #1190998 in Books
- Brand: Brand: Prentice Hall
- Published on: 1993-05-14
- Ingredients: Example Ingredients
- Original language: English
- Number of items: 1
- Dimensions: 8.98" h x 1.50" w x 5.98" l, 2.24 pounds
- Binding: Paperback
- 670 pages
- Great product!
From the Back Cover
Design and Marketing of New Products, Second Edition, retains its managerial focus, emphasizing an understanding of the issues and solving problems by implementing a variety of state-of-the-art methods and perspectives. What's more, Urban and Hauser continue to integrate marketing, research and development, production engineering, and financial aspects of new product design and marketing.
About the Author
John R. Hauser is Kirin Professor of Marketing at MIT Sloan School of Management.
Glen L. Urban is David Austin Professor of Management, Emeritus, Professor of Marketing, Emeritus, Dean Emeritus, and Chairman of the MIT Center for Digital Business at MIT.
Most helpful customer reviews
5 of 5 people found the following review helpful.
Must read for marketing majors
By A Customer
I found this book very helpful for the marketing tools discussed for designing and marketing new products. It covers most issues for the pre-introduction phase of the product life cycle. Consumer measurement techniques are quite elaborate and simplified.
The only drawback is that the edition is old (1991) and hence misses out completely the high-tech products from the dot-com age. Can be used a good resource for most non-high tech products.
6 of 7 people found the following review helpful.
content OK, but printing and structure is bad
By A Customer
Content is OK, but 10 years old, so no recent new insights. The book is no fun to study. The quality of the printing is bad (like someone printed it on an old printer an then made some copies), some diagrams are hardly readable. Furthermore the structure is not recognizable in the formatting (for example paragraph titels), which makes it hard to know on which abstraction level you are reading.
1 of 1 people found the following review helpful.
A Serious Must Read Text for any mid- to upper-level Marketing, Business Development or Engineering managers.
By Jeff Hoffmann
If you are serious about marketing and product development, keep reading and stop looking at the price. This is 701 pages of serious graduate level material. Urban and Hauser are Sloan School of Management (that’s MIT) professors and they sound like – this is not a watered down for dummies book, so put your thinking caps on. This was the main book was used at a week-long University of Chicago course entitled New Product Innovation, Development and Implementation. We read about 1/3 of the 701 pages in addition to case studies and white papers. Since then then I have obtained five patents for chemical processing equipment for a total of seven. Studying Urban and Hauser certainly helped.
This book is comprehensive and contains topics you will not find even in the PDMA handbook – for instance; conjoint analysis, first-mover advantage game, flankers, diffusion of innovation, Delphi technique, preference rank order transformations, prisoners dilemma, articulated and unarticulated customer needs, product life cycle strategies, organizational design for innovation, management involvement, budgeting, etc. This text should be a cornerstone text, as it Cook & Campbell’s text on Quasi-Experimental Design.
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