Creating Product Strategies

Are you getting your products right? Marketing in the 1990s is being challenged by the increasing sophistication of consumers, together with their rising expectations about the pace of innovation. Developing new products or transforming old ones is an important part of any company's strategy. This text seeks to show how to stimulate the creativity needed to generate product ideas. It includes examples, exercises, creativity techniques worksheets and checklists and aims to show readers how to generate ideas to make a product or service relevant to customers needs. This work is one of the new "Marketing for Managers" series of workbooks focusing on key marketing techniques to help the reader develop expertise in market planning and management.