haku: @author Gensch, D. / yhteensä: 3
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| Tekijä: | Gensch, D. |
| Otsikko: | A Marketing-Decision-Support Model for Evaluating and Selecting Concepts for New Products |
| Lehti: | Interfaces
2001 : MAY-JUN, VOL. 31:3, p. s166-s183 |
| Asiasana: | MARKETING DECISION SUPPORT SYSTEMS MODELS NEW PRODUCTS |
| Kieli: | eng |
| Tiivistelmä: | For a major manufacturer of heating and cooling systems for large buildings, under increasing pressure to produce new product components, the author developed a marketing-decision-support model of its process for selecting and developing new products that was comprehensive/ objective, and dynamic. This approach is particularly suited for firms that feel the timing (introduction date) of new products significantly affects their sales potential. The firm has relied on this model and its expansions for over 25 years. Marketing-decision- support systems generally utilize a technical structure for dealing with a complex real-world problem. The technical structure is generally provided by a skilled modeler/ the reality by experienced line managers dealing with the problem area. |
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