About the Book:

The fundamental cause of new product failure is a lack of consumer acceptance. This is why a thorough understanding of the New Product Development process together with an understanding of the market is necessary in strategic marketing planning. This book provides an explanation of the steps involved for successfully developing new products and how it is a significant factor for the potential of new product success.

The guidelines provided in this book are straightforward and comprehensive. The author draws mainly from his professional experience and shows how this application works in practice. The intent is to help the reader establish proper methods and approaches to new product development. Also, the importance of implementing the stages to assess the viability of new products before launching costs has been incurred.           

About the Author:

Dr. Rodney Oudan is an Associate Professor at Worcester State College in Massachusetts where he teaches Marketing and Consumer Behavior. Dr. Oudan has extensive practical experience in marketing and brand management primarily in the consumer goods industry with Nestle. He is the author of Market Orientation and Economic Development. He received his Certificate in Marketing from the Charted Institute of Marketing in England and a Post Certificate in Marketing and Economics from the University of the West Indies. He holds a Master of Management degree from Cambridge College and a Doctorate in Business Administration with a specialization in Marketing from The H. Huizenga School of Business at Nova Southeastern University in Florida.