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Innovation and Product Planning
Today’s marketplace is a cornucopia of products and services. If one were to investigate each of these products and services more deeply, it would be revealed that products and services undergo considerable planning, consume ample resources, and require appropriate execution of strategy just to make it to the marketplace. The process through which a product or service is conceived, brought to market, and managed across the life cycle is called product planning, which is a primary focus of this book. Note that while the terminology of product planning is employed, the term product is used generally to imply a product or a service.
Product planning is very important to a company because, when done properly, ...
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