An Integrated Approach to New Food Product Development
- ISBN-10
- 1420065556
- ISBN-13
- 9781420065558
- Category
- Technology & Engineering
- Pages
- 503
- Language
- English
- Published
- 2009-06-24
- Publisher
- CRC Press
- Authors
- Howard R. Moskowitz, I. Sam Saguy, Tim Straus
Description
New products often fail not because they are bad products, but because they don't meet consumer expectations or are poorly marketed. In other cases, the marketing is spot on, but the product itself does not perform. These failures drive home the need to understand the market and the consumer in order to deliver a product which fulfills the two equa
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