Creative Marketing for New Product and New Business Development

Edited by Akira Ishikawa and Atsushi Tsujimoto

in World Scientific Books from World Scientific Publishing Co. Pte. Ltd.

Abstract: New products and new business development require innovative, creative marketing solutions in order to successfully differentiate them from competing products in the marketplace. This important book explores and elucidates the essence of creativity, with an emphasis on how to proceed with R&D activities strategically and how to connect them with successful products, services and commercialization. Using interesting, real case studies such as “Healthy Tea™” developed by Japan Coca-Cola, Inc., the recommendation engine “Teach Me Electronic Appliances”, and the development of various robots, the book uncovers the secret of successful marketing and shows how to develop and deploy new products and services on a sustainable basis. It will therefore appeal to both business practitioners as well as researchers and students interested in innovation and marketing issues.

Keywords: New Product Development; New Business Development; Creative Marketing; Information Exploration; Information Retrieval; Information Search; Development Information (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2008
ISBN: 9789812772183
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https://www.worldscientific.com/worldscibooks/10.1142/6622 (text/html)
Ebook Access is available upon purchase

Chapters in this book:

Ch 1 Introduction , pp 1-14

Akira IshikawaAtsushi Tsujimoto

Ch 2 Strategic Planning and R&D Management , pp 17-39

Junpei Nakagawa

Ch 3 R&D Project Planning, Selection, and Evaluation , pp 41-83

Hiromichi Yasuoka

Ch 4 The New Systematization and Assetization of Information , pp 85-125

Tetsuro Saisho

Ch 5 How to Advance R&D, New Product Development, and New Business Development: Requirements That Should Be Taken into Consideration Towards These Ends , pp 127-151

Akira Ishikawa

Ch 6 The Role of Information Search in the Development of "Karada Meguri Cha™" (Body Circulation Tea Based on Traditional Chinese Medicine) , pp 155-196

Hideto Maeda

Ch 7 Development of the "Oshiete! Kaden" ("Tell Me! Consumer Electronics") Website — Recommending Merchandises Through the Deployment of a Web Recommendation Engine , pp 197-242

Yoshisuke Yamakawa

Ch 8 Robot Development Case Examples — The Intelligential and Functional Approaches , pp 243-275

Akihito Sudo

Ch 9 The Role of Communication and Management Inside and Outside Business Organizations When Manufacturing Accidents Occur — Case Examples of Carbon Monoxide Poisoning Accidents Committed by Company M and Company P , pp 277-304

Atsushi Tsujimoto

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