{"product_id":"9780465093335","title":"Winning at New Products: Creating Value Through Innovation","description":"\u003cbr\u003eFor more than two decades, \u003ci\u003eWinning at New Products\u003c\/i\u003e 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.\u003cbr\u003e\u003cbr\u003e\"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\u003cbr\u003e","brand":"Basic Books","offers":[{"title":"Default Title","offer_id":47121815535856,"sku":"9780465093335","price":16.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780465093335_p0.jpg?v=1769894966","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780465093335","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}