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$199.95

Textbook Details

  • EDITION:
    1st Edition
  • ISBN:
    142006553X
  • ISBN-13:
    9781420065534
  • PUB. DATE:
    June 2009
  • PUBLISHER:
    CRC Press
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An Integrated Approach to New Food Product Development / Edition 1 by Howard R. Moskowitz (Editor), I. Sam Saguy (Editor), Tim Straus (Editor)

$199.95 List Price
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Overview -

An Integrated Approach to New Food Product Development

Product Details

  • Pub. Date: June 2009
  • Publisher: CRC Press

Synopsis

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 equally important goals of consumer trial and repeat purchase. The linkage of these issues is often compromised in the "innovate or die" world of corporate new products. An Integrated Approach to New Food Product Development explores this interrelationship and the key disciplines essential for marketplace success.

Features

Covers how to determine target consumer needs and how to translate them into new product concepts

Contains flowcharts highlighting practical information, sidebars and helpful anecdotes, models, and diagrams

Presents case studies of prominent food companies, including McDonald's, Kellogg, SoBe, Heinz, and Kraft

Offers a bank of useful, up-to-date practices and knowledge specifically for new food product development

The text blends academic, ivory tower research with the experiences of seasoned, real market practitioners, which when combined, provide the tools for successful new product innovation. The concise, hands-on information includes advanced and emerging innovations in management, marketing, technology, strategy, consumer research and sales. The integrated coverage provides a complete picture of the expertise and knowledge needed to leverage new product development into commercial success.

Biography

Howard Moskowitz is president of Moskowitz Inc., founded in 1981. Dr. Moskowitz is an experimental psychologist in the field of psychophysics and inventor of world-class market research technology

Sam Saguy is a Professor of Food Science and Technology at The Robert H. Smith Faculty of Agricultural, Food and Environment, The Hebrew University of Jerusalem, where he held the position of the Faculty Director of Research Affairs. He teaches graduate courses on New Product Development, Kinetics and Quality Loss during Processing and Shelf-life, and an undergraduate course on Unit Operations in Food Engineering and Food Technology.

Tim Straus is an innovative marketing specialist experienced in the development of new products, new distribution channels and the set-up of new ventures within food organizations. For 25 years, he has applied his unique combination of marketing talents to help a full range of companies grow existing lines and successfully enter new categories.