Can I read Scientific and Business Realpolitik: Insights from Selling New Ideas for Concept Research on EtoBox?

Scientific and Business Realpolitik: Insights from Selling New Ideas for Concept Research by Moskowitz, Howard R.; Porretta, Sebastiano; Silcher, Matthias is a scholarly article available to read on EtoBox.

What is Scientific and Business Realpolitik: Insights from Selling New Ideas for Concept Research about?

Concepts are critical for the development and marketing of products and services. They constitute the blueprint for these products and services, albeit at the level of consumers rather than at the technical level. A good product concept can help make the product a success by guiding developers and advertising in the right direction. Yet, there is a dearth of both practical and scientific information about how to create and evaluate concepts. There has been little or no focus on establishing knowledge bases for concepts. Concept development is too often relegated to the so-called “fuzzy front end.” Concept Research in Food Product Design and Development remedies this inattention to product concepts by providing a unique treatment of concepts for the business professional as well as for research scientists. The book begins with simple principles of concepts, moves forward to methods for testing concepts, and then on to more substantive areas such as establishing validity, testing internationally and with children, creating databases, and selling in new methods for concept testing. The book combines a “how to” business book with a detailed treatment of the different facets of concept

Author

Moskowitz, Howard R.; Porretta, Sebastiano; Silcher, Matthias

Publisher

Blackwell Publishing

Published

2005

Language

EN

ISBN

9780470290132