New product and brand management: Marketing engineering applications

by Arvind Rangaswamy and Gary L. Lilien

For undergraduate and graduate level marketing courses in market research, marketing management and new product development and brand strategy, this title focuses on marketing analytics. It has... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0321046447
• ISBN13: 9780321046444
• Release Date: January 1999
• Publisher: Addison-Wesley
• Length: 149 Pages
• Weight: 0.75 lbs.

Customer Reviews

A practical approach to brand mngt. and new product develpt.

I used this textbook during my MBA program at Michigan, where I took a new product development course. This book is a sound and practical approach to identifying customer preferences, developing and managing new products, and overall brand management. The cases it portrays are a bit oldish, and its writing style could be improved, but in general it is a good introductory approach to the discipline.