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Relationship Value and New Product Development Success

Name: Relationship Value and New Product Development Success
Brand: LAP Lambert Academic Publishing
SKU: 18038018
Price: 19908 HUF
Availability: InStock
Author: Volodymyr Tashakov
ISBN: 9786202004992

Volodymyr Tashakov

Language

English

Book Paperback

Libristo code: 18038018

Publishers LAP Lambert Academic Publishing, November 2016

Interest in the connection between new product development and relationship marketing has grown in t... Full description

Libristo code: 18038018

132 b

19 908 Ft

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Interest in the connection between new product development and relationship marketing has grown in the recent years. The technical side of new product development has been heavily researched in the last few decades, while very little attention has been given to the customers' contribution to its success. This contribution is based on customer characteristics and the intangible relationship value that they possess. The aim of this book is to report on the research examining how intangible relationship value and characteristics of customers influence the success of new product development.