Built to Love 1st Edition
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    Built to Love 1st Edition (English, Paperback, Jonathan Cagan, Peter Boatwright)

    Built to Love 1st Edition  (English, Paperback, Jonathan Cagan, Peter Boatwright)

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    Features
    • Language: English
    • Binding: Paperback
    • Publisher: Tata McGraw - Hill Education
    • ISBN: 9780071321112, 007132111X
    • Edition: 1st, 2011
    • Pages: 259
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    Description

    Built to Love is a practical how-to guide for companies, detailing steps to create products that illicit emotions that provide value to customers, regardless of whether the products are physical products, services, technologies, software, systems, or brands.

    Using a combination of industry-based research and laboratory experiments, the authors demonstrate that customers will richly pay for products that authentically provide emotional fulfillment. They uncover the science behind successful products that create an avid and loyal following, and they present evidence that product emotions increase a product's success in the marketplace as well as a firm's success in the stock market (even when the economy is down!).

    Then, using analytical and practical tools, the authors show how to analyze customers emotional needs and translate those needs into features that galvanize those customers. Throughout, the book uses revealing case studies that show how to energize customers in both consumer and business-to-business worlds.

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    Specifications
    Book Details
    • Publication Year
      • 2011
    Contributors
    • Authored By
      • Jonathan Cagan, Peter Boatwright
    • Author Info
      • Peter Boatwright, Co-Director of the Center for Product Strategy and Innovation, is Associate Professor of Marketing at Carnegie Mellon University's Tepper School of Business, with an appointment in Mechanical Engineering. Co-author of The Design of Things to Come. Jonathan Cagan is an expert in product development and innovation methods for early stage product development. He is the co-author of two books: "Creating Breakthrough Products" and The Design of Things to Come. Jon teaches new product development at Carnegie Mellon and in executive training sessions in small and large companies. He also co-directs the Masters in Product Development program at Carnegie Mellon, and he co-directs the Center for Product Strategy and Innovation. Donna Sturgess is the Global Head of Innovation for GlaxoSmithKline, a pharmaceutical company
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