InfoGuides: MKTG 353: New Product Development: Find Resources for Marketing 353

Resources for Marketing 353

1. Burchill, Gary, and Christina Hepner Brodie. Voices into Choices: Acting on the Voice of the Customer. Madison, WI: Joiner Publication, 1997. (book is available for 2 hour checkout at the Fenwick Library information desk.)

2. Cooper, Robert G. Winning at New Products: Creating Value through Innovation. 4th ed. New York, NY: Perseus Books, 2011. (eBook)

3. Kahn, Kenneth B., ed. The PDMA Handbook of New Product Development (Handbook of New Product Development). Hoboken, NJ: Wiley, 2012. (eBook) There is also a 1996 print version in Fenwick Library- info is here

4. Kalbach, James. Mapping Experiences: A Guide to Creating Value through Journeys, Blueprints and Diagrams. Sebastopol, CA: O'Reilly, 2016. (eBook)

5. Luchs, Michael, Scott Swan, and Abbie Griffin. Design Thinking: New Product Development Essentials from the PDMA. Hoboken, NJ: Wiley, 2015. (eBook)

6. Revella, Adele. Buyer Personas How to Gain Insight into Your Customer's Expectations, Align Your Marketing Strategies, and Win More Business. Hoboken, NJ: Wiley, 2015. (eBook)

7. Schneider, Joan, and Jeanne Yocum. New Product Launch: 10 Proven Strategies. Deerfield, IL: Stagnito Communications, 2004. (book is available for 2 hour checkout at the Fenwick Library information desk.)

8. Ulrich, Karl T., and Steven D. Eppinger. Product Design and Development. 6th ed. New York: McGraw-Hill, 2016. (2000 edition is available for 2 hour checkout at the Fenwick Library information desk.)

Customer-Oriented Marketing Strategy by Tevfik Dalgic; Tulay Yeniceri
ISBN: 9781606495216

Publication Date: 2013-03-15

This book can help you understand more about the relationships, applications, and steps to take to drive continuous relationships with customers to aid in the process of defining and implementing niche strategies, international marketing efforts, and electronic commerce. Inside, the authors start with classic marketing concepts and then review important developments and research of the latest findings (both from the theoretical and applied points of view) to present specific examples, methodologies, policy measures, and strategies that can be implemented to increase and perfect customer satisfaction.

Marketing Strategy for Small- to Medium-Sized Manufacturers by Charles E. France
ISBN: 9781606496152

Publication Date: 2013-04-23

Based on 21 case studies and 126 reviews of manufacturers sales and marketing practices, this book explains the common pitfalls so many companies experience, and it offers common sense, practicable, and affordable step-by-step how tos for cost and profitability analyses on products and customers. It will help you find prospective new customers, conduct smart market research, and decipher and use competitor intelligence. It also provides guidelines for determining the best combination of sales coverage for inside/outside sales and independent reps and for estimating the cost to implement sales, marketing, promotional, and growth strategies.

SimplyAnalytics This link opens in a new window
Please note that our subscription is only available to 5 concurrent users. This web-based mapping application enables users to quickly create professional-quality thematic maps and reports using demographic, business, and marketing data. Data includes Census (1980 - Present), American Community Survey, and both Simmons and MRI Consumer Survey Data. Users may create accounts to save their work.
First Research (D&B Learn) This link opens in a new window
Offers industry research reports covering over 900 industry segments; U.S. state, Canadian province, and country profiles, from Afghanistan to Zimbabwe; industry metrics, drivers and forecasts; and sales & marketing communications templates.

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