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|a Schnarch Kirberg, Alejandro
|e autor
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|a Desarrollo de nuevos productos :
|b creatividad, innovación y marketing /
|c Alejandro Schnarch Kirberg.
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|a Sexta edición
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1 |
|a Bogotá :
|b McGraw-Hill Educación,
|c [2014].
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|a xiii, 410 páginas :
|b ilustraciones, diagramas ;
|c 23 cm.
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|a texto
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|a sin mediación
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|a volumen
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|a Serie universitaria
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|a Incluye referencias bibliográficas
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|a Marco de referencia -- Por qué los nuevos productos o empresas -- El management de los nuevos productos -- Creatividad: concepto, problemas y desarrollo -- Cómo buscar y encontrar ideas -- Selección, evaluación y validación de conceptos -- El proceso de desarrollo -- Conocimiento del mercado: clave del éxito -- Marketing estratégico para nuevos productos: Producto y precio -- Estrategias de distribución y comunicaciones -- Introducción y lanzamiento -- Casos de estudio
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