The chapter introduces to the most important marketing decisions related to product portfolio management and product innovation, focussing on the role of marketing function in the diverse steps of the new product development process. A detailed description of both traditional and innovative digital tools and instruments related to the analysis of potential customers' expectations and preferences are provided.

Progettazione del valore, politiche di prodotto e innovazioni

N. Buratti;
2018

Abstract

The chapter introduces to the most important marketing decisions related to product portfolio management and product innovation, focussing on the role of marketing function in the diverse steps of the new product development process. A detailed description of both traditional and innovative digital tools and instruments related to the analysis of potential customers' expectations and preferences are provided.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11567/960033
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