Description

Takes readers behind the scenes of 24 of the biggest new product success stories of the past few years, including Snapple, Cellular One, MTV and MCI Friends and Family. Each story offers managers and professionals valuable insight into how the best new product ideas were developed and brought to market. The book is organized by issues of vital concern to business people: cashing in on societal trends, finding and evaluating new product ideas, beating barriers to entry and more.