This book will focus on the up-front activities required for product and service differentiation, the learning methodologies that contribute to arriving at that

The price of a product or a service is a critical element of the marketing mix. Price influences product demand, and the firm's revenue and profits. Prices also

Many professional services businesses want to create more scalable services and solutions but they often lack the tools and capabilities to successfully transit

This textbook teaches the key business and marketing principles needed to successfully design and launch new products and services in an international marketpla

Contributed articles presented at a workshop held in 1994.