{"product_id":"9780762306824","title":"Designing Winning Products","description":"\u003cp\u003eWritten for marketing executives, new product\/service managers, and marketing research professionals, \"Designing Winning Products\" (DWP) focuses on design and market testing issues\/solutions for new business-to-business products and services. The first three chapters synthesize the product innovation literature; the objective of these chapters is to increase marketing and product managers' technical skills for testing customer acceptance of alternative new product\/service designs. Detailed examples of applying these skills are described in seven later chapters - these chapters describe how to apply conjoint analysis and choice experiments with B-to-B customers in specific European and North American markets. A chapter is devoted to describing how superior new products sometimes fail to attract known customers - the nitty-gritty nuances behind the innovator's dilemma. More than 50 diagrams, tables and figures support the text; the chapter discussions and end-of-chapter references include more than 300 complete citations to additional sources.\u003c\/p\u003e","brand":"Emerald Publishing Ltd","offers":[{"title":"Default Title","offer_id":47029834842352,"sku":"9780762306824","price":151.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780762306824_p0.jpg?v=1763655868","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780762306824","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}