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Books
The following books are good sources of information on product development,
marketing, marketing research and strategy.
New Product Development
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Crossing the Chasm, by Geoffrey
Moore, ISBN: 0887307175
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Portfolio Management for New
Products, by Robert Cooper, Scott Edgett, Elko Kleinschmidt, ISBN:
0201328143
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Product Leadership, by Robert
Cooper, ISBN: 0738200107
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Leonard-Barton, Dorothy (1995),
Wellspring of knowledge: building and sustaining the sources of innovation.
Boston: Harvard Business School Press.
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Wheelwright, Steven C. and Kim
B. Clark Eds. (1995), Creating project plan to focus product development.
Boston, MA: Harvard Business School Publishing.
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Jolly, Vijay K. (1997),
Commercializing new technology: getting from mind to market. Boston, MA:
Harvard Business School Press.
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Kemper, Steve (2003), Code name
Ginger : the story behind Dean Kamen's quest to invent a new world. Boston,
Mass.: Harvard Business School Press.
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Christensen, Clayton M. (1997),
The Innovator's Dilemma. Boston, MA: HBS Press.
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Christensen, Clayton M., Scott
D. Anthony, and Erik A. Roth (2004), Seeing what's next : using the theories
of innovation to predict industry change. Boston: Harvard Business School
Press.
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Christensen, Clayton M. and
Michael Raynor (2003), The innovators solution : creating and sustaining
successful growth. Boston, Mass. London: Harvard Business School ;
McGraw-Hill.
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Cooper, Robert G., Scott J.
Edgett, and Elko J. Kleinschmidt (2001), Portfolio management for new products
(2nd ed.). Reading, Massachusetts: Perseus Books.
Marketing
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The end of Marketing as we know
it, by Sergio Zyman, ISBN: 0887309860
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Competitive Intelligence for
the Competitive Edge, by Alan Dutka, ISBN: 0658000594
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Creating Ever-Cool: A
Marketer's Guide to a Kid's Heart, by Gene Del Vecchio, ISBN: 1565542568
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Schiffman, Leon G. and Lesilie
Lazar Kanuk (2003), Consumer Behavior (8th ed.). Upper Saddle River, New
Jersey: Prentice-Hall.
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Day, George S. (1999), The
market driven organization: understanding, attracting, and keeping valuable
customers. New York: The Free Press.
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Wind, Yoram, Vijay Mahajan, and
Robert E. Gunther (2002), Convergence marketing: strategy for reaching the new
hybrid consumer. Upper Saddle River, NJ: Prentice Hall.
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Wind, Yoram, Vijay Mahajan, and
Robert E. Gunther (2002), Convergence marketing: strategy for reaching the new
hybrid consumer. Upper Saddle River, NJ: Prentice Hall.
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Aaker, David A. and Erich
Joachimsthaler (2000), Brand leadership. New York: Free Press.
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Ries, Al and Jack Trout (1994),
The 22 immutable laws of marketing : violate them at your own risk (1st
paperback ed.). New York, NY: Harper Business.
Marketing Research
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Customer Visits, by Edward
McQuarrie, ISBN: 0803946708
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The Market Research Toolbox, by
Edward McQuarrie, ISBN: 0803958579
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Developing Questions for Focus
Groups, by Richard Krueger
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Moderating Focus Groups, by
Richard Krueger
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Planning Focus Groups, by David
Morgan
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Why We Buy, by Paco Underhill,
ISBN: 0684849135
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Measuring Customer
Satisfaction: Hot Buttons and other Measurement Issues, by James H. Myers
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Marketing Research for Small
Business, by Holly Edmunds
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Designing and Conducting Survey
Research, by Louis Rea and Richard Parker
Strategy
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The Mind of the Strategist, by Ohmae
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Mintzberg on Management; inside our strange world
of organizations, by Henry Mintzberg
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Porter, Michael E. (1985), Competitive advantage:
creating and sustaining superior performance. New York, London: Free Press,
Collier Macmillan.
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Porter, Michael E. (1980), Competitive strategy:
techniques for analyzing industries and competitors. New York: Free Press.
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