chapter  9
Market Planning
Pages 21

This conclusion presents some closing thoughts covered in the preceding chapters of the book. The book explores greatest propensity for sustained, long-term success is achieved through a systematic approach to product planning and as best practice research. It discusses the results from a variety of sources including two noteworthy studies by the American Productivity Quality Center (APQC) and the Product Development and Management Association (PDMA). The book has made an impression on its readers and distilled their understanding of the extensive, diverse and impactful nature of product planning. A best practice is defined as that technique, method, process or activity that is more effective at delivering a particular outcome than any other technique, method, process, or activity within that domain. In the case of product planning, best practices are those product development practices that promote the greatest success in developing and launching new products and services.