Rule Developing Experimentation: A Systematic Approach to Understand & Engineer the Consumer Mind

Consumers have been increasingly involved in the innovation process in the last few decades, a major driving force of business success. This involvement is critically important for innovation, ...
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Foreword

Pp. i-iii (3)

Yoram (Jerry) Wind

Affiliation:

The Lauder Professor and Professor of Marketing The Wharton School, University of Pennsylvania Philadelphia Pennsylvania