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McGraw-Hill 36-Hour Course Product Development : McGraw-Hill 36-Hour Courses - Andrea Belz

McGraw-Hill 36-Hour Course Product Development

McGraw-Hill 36-Hour Courses

Paperback Published: 22nd December 2010
ISBN: 9780071743877
Number Of Pages: 256

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A complete course in project development--without the tuition

How do the world's most creative and successful companies approach product development? With "ruthlessly disciplined innovation," according to Andrea Belz. It's a whole new way of ensuring consistent success from the initial product conception to communicating its value to customers.

"The McGraw-Hill 36-Hour Course on Product Development" provides the techniques you need to know, along with case studies of how companies like Apple, Google, and Cisco create their own remarkably efficient design and engineering processes. Designed as an easy, self-paced "course" complete with chapter-ending quizzes and a final exam, this book explains how to implement best practices for successful product launches every time.

Table of Contents

Chapter 1. Ideation: Sources for New Product Ideas
Chapter 2. Strategy: "If You Don't Know Where You're Going, You Might Not Get There"
Chapter 3. Value Propositions: You Buy The Holes, Not the Drill
Chapter 4. Finance: "I Will Gladly Pay You Tuesday For a Hamburger Today"
Chapter 5. Intellectual Property: The Best Defense Is a Good Offense
Chapter 6. Milestones: Ready, Get Set, Go/No Go
Chapter 7. Marketing: Why Build a Mousetrap If People Don't Have Mice?
Chapter 8. Organization: Are You Dilbert?
Chapter 9. Design: Click Where?
Chapter 10. Engineering And Distribution: Getting the Job Done
Chapter 11. Product Launch: The End Is the Beginning
Chapter 12. Summary: Competing Today

Acknowledgmentsp. ix
Introductionp. xi
Planning: Dress for Successp. 1
Inceptionp. 3
Definition of a Productp. 4
Where Do New Products Come From?p. 8
Risk: Why "Faster, Better, Cheaper" Doesn't Workp. 12
Keys to Successp. 17
Strategyp. 21
Analyzing the External Environmentp. 23
Analyzing Internal Directionp. 33
Keys to Successp. 40
Marketingp. 43
Definition of Marketingp. 44
The Difference Between Sales and Marketingp. 44
Numbers, Numbers, Numbersp. 44
Segmentation, Targeting, Positioningp. 45
Marketing Four Psp. 49
Keys to Successp. 54
Value Propositionsp. 57
Definition of the Value Propositionp. 57
Commodities and Differentiated Productsp. 58
Features, Benefits, and Economic Valuep. 60
Damned if You Don'tp. 63
Value Propositions and Strategic Elementsp. 64
Pricing Modelsp. 66
Keys to Successp. 70
Intellectual Propertyp. 73
Definition of Intellectual Propertyp. 74
Creating an Effective Intellectual Property Strategyp. 74
Brands and Intellectual Propertyp. 75
Accounting Considerationsp. 76
Types of Intellectual Propertyp. 76
Monetizing Intellectual Propertyp. 84
Keys to Successp. 87
Fundingp. 91
Valuation and Financep. 92
Riskp. 93
Time Value of Moneyp. 93
Finance for Product Managersp. 94
Finance for Entrepreneursp. 100
Keys to Successp. 104
Implementation: It Ain't Over 'Til It's Overp. 107
Organizationsp. 109
The Blueprint: Product Development Groupsp. 110
People I: Effective Leadershipp. 113
People II: Inspiring Followshipp. 117
Organization and Business Building Blocksp. 120
Keys to Successp. 123
Milestonesp. 127
The Resource Trianglep. 128
Cost Profiles and Risk Reductionp. 129
Gantt Chartsp. 130
Go No-Go Decisionp. 131
Journey Milestonesp. 132
Destination Milestonesp. 134
Milestones and Business Building Blocksp. 136
Keys to Successp. 139
Designp. 143
Product Trackp. 144
Business Relationships in Design and Manufacturingp. 145
Design Processes: An Orderly Messp. 147
Rephrasing the Questionp. 150
Environmental Stewardship and Designp. 152
Design and Business Building Blocksp. 154
Keys to Successp. 157
Fabrication, Integration, and Deliveryp. 161
Vertically Integrated Companiesp. 163
Outsourcing: Divvying Up the Product Trackp. 165
Software: "The Internet Ruined My Business"p. 169
FID and Business Building Blocksp. 172
Keys to Successp. 176
Launchp. 179
Five Ms of Advertisingp. 180
Innovation Diffusion Theoryp. 181
Social Mediap. 184
Launchp. 185
Recallsp. 188
Launch and Business Building Blocksp. 191
Keys to Successp. 193
Wrap-Upp. 197
Postmortemsp. 198
Strategies for Product Successp. 200
Product Design Principlesp. 202
Customer Relationshipsp. 205
Hints for Entrepreneursp. 207
Keys to the Kingdomp. 208
Answer Keyp. 211
Notesp. 217
Indexp. 227
Instructions for Accessing Online Final Examp. 239
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780071743877
ISBN-10: 0071743871
Series: McGraw-Hill 36-Hour Courses
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 256
Published: 22nd December 2010
Publisher: McGraw-Hill Education - Europe
Country of Publication: US
Dimensions (cm): 23.0 x 15.4  x 1.3
Weight (kg): 0.35
Edition Number: 1