Abstract
Managers today face the twin challenges of producing better results, faster than ever before. Robert Davis presents a number of lessons on how market research can enhance a typical new product development and decision plan. His central theme is the disciplined use of very focused market research to make better and faster decisions about a new product throughout its development. These lessons are based on his thirty years of experience in market research, mostly in the new products work conducted at Procter & Gamble.
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