
ix
Preface
Improving the nancial outcome when introducing new products depends
primarily on the technological capability of the manufacturer, but also
requires superior marketing.
*
This book focuses on the concepts and meth-
odology for perfecting the rst of the four crucial P’s of marketing: prod-
uct, price, place, and promotion. It is frequently said that a good product
with a lower price prevails in the market. Low pricing is very important,
but is not emphasized in this book, because lowering the price requires
building advanced managerial systems and advanced technology devel-
opment. Rather, the focus here is on creating top-quality h