文档介绍：Developing New
Products and Services:
The Marketer’s Role
Excerpted from
Marketer’s Toolkit:
The 10 Strategies You Need to eed
Harvard Business School Press
Boston, Massachusetts
ISBN-10: 1-4221-0259-9
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This chapter was originally published as chapter 8 of Marketer’s Toolkit,
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8
Developing New Products
and Services
The Marketer’s Role
Key Topics Covered in This Chapter
• Breakthrough and incremental new products
and services
• Horizontal and vertical extensions of your
product line
• The new-product process
• Using a stage-gate system for go–no go
decisions
• The marketer’s role in developing new
products and services
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ew products are an important element in or-
ganizational growth and survival. Faced with intense
competition, changing customer expectations, and tech-
Nnological advances, pany must roll out the kinds of new prod-
ucts—and improved versions of existing ones—that keep the cash
registers ringin