NPD and Professional Services
There was a product theme to show 5. Tony Wilson, author of the Cambridge Marketing Handbook on Products, discussed the new product development process. In Jargon Buster! Terry Nicklin described the Kano model of new product development and customer satisfaction. Finally, Nigel Clark, editor of the ‘Professional Services Marketing Handbook’ to be published by Kogan Page, discussed marketing for Professional Services where the ‘product’ is intangible advice and expertise.