Justel Lozano, Daniel; Pérez Bartolomé, E.; Vidal, Rosario; Gallo Fernández, A.; Val Jauregui, E. Asociación Española de Dirección e Ingeniería de Proyectos (AEIPRO) (2007)
Best product concept selection is of prime importance to direct the marketing launching
process. This selection is one of the most difficult and critical decisions for the designer, and
an inappropriate concept selection ...