Table Of Contents

Fronts

i Front Cover
i Copyright Statement
ii Table of Contents
iii Subject Index
iv How to Navigate
v How to Purchase
vi How to Contact
vii Bibliography

Part 1 First Principles

Section 1 Preface

Observations
Experience, The Key
Relationship to Marketing Theory and Practice

Section 2 Acknowledgements

Section 3 Introduction

Benefits to the Practitioner
Terminology and Definitions

Section 4 The Need for a Product Champion

The Role of Product Definition
Identifying a Product Champion
Attributes Of A Champion

Section 5 The Language of Product Definition

Guidelines
The Essence of Product Definition

Section 6 Design freedoms

Over Definition
Under Definition