Winning at New Products

  • by Robert G. Cooper
  • Narrated by James Edward Thomas
  • 17 hrs and 24 mins
  • Unabridged Audiobook

Publisher's Summary

For more than two decades, Winning at New Products has served as the bible for product developers everywhere. Robert G. Cooper demonstrates why consistent product development is vital to corporate growth and how to maximize your chances of success. Citing the author's most recent research, Winning at New Products showcases innovative practices by industry leaders to present a field-tested game plan for achieving product leadership. Cooper outlines specific strategies for making sound business decisions at every step - from idea generation to launch. This fully updated and expanded edition is an essential resource for product developers around the world.
PLEASE NOTE: When you purchase this title, the accompanying material will be available in your Library section along with the audio.


What the Critics Say

"This is a must read. There's so much new in this book, from how to generate the breakthrough ideas, picking the winners, and driving them to market successfully." (Philip Kotler, professor of international marketing, Northwestern University, Kellogg School of Management)


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Book Details

  • Release Date: 21-09-2017
  • Publisher: Hachette Audio