Week 4 Reading 1

  • Read the PDFs of Chapters 8 and 10 of the Crane textbook. Access these chapters by clicking the links below:

Chapter 8 of the Crane text provides an overview of the marketing research process, including the successful use of qualitative research, including ethnography when planning and developing new innovative products and services. Chapter 10 provides an overview of the new product development process, including how to improve the success rates of new product or service innovations.

Week 4 Discussion 1: Customer Immersion

Discuss the importance of customer immersion or “spending a day in the life of a customer” as it pertains to developing successful innovation solutions for such customers.

Limit your answer to 500 words.

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