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  1. An Integrated Approach to New Food Product Development

    Edited by Howard R. Moskowitz, I. Sam Saguy, Tim Straus

    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...

    Published June 23rd 2009 by CRC Press

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