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Written with a managerial focus, "New Products Management" by Crawford and Di Benedetto is useful to the practicing new products manager. Along with the management approach, the perspective of marketing is presented throughout which enables this text to have a balanced view. The authors aim to make the book increasingly relevant to its users as this revision is considered to be a 'new product.' Many new examples, cases, and research along with the most current topics highlight this new edition of "New Products Management."
PART ONE Overview and Opportunity Identi'cation/Selection 1. The Strategic Elements of Product Development 2. The New Products Process 3. Opportunity Identi'cation and Selection: Strategic Planning for New Products PART TWO Concept Generation 4. Creativity and the Product Concept 5. Finding and Solving Customers' Problems 6. Analytical Attribute Approaches: Introduction and Perceptual Mapping 7. Analytical Attribute Approaches: Trade-off Analysis and Qualitative Techniques PART THREE Concept/Project Evaluation 8. The Concept Evaluation System 9. Concept Testing 10. The Full Screen 11. Sales Forecasting and Financial Analysis 12. Product Protocol PART FOUR Development 13. Design 14. Development Team Management 15. Product Use Testing PART FIVE Launch 16. Strategic Launch Planning 17. Implementation of the Strategic Plan 18. Market Testing 19. Launch Management 20. Public Policy Issues APPENDIXES A Sources of Ideas Already Generated B Other Techniques of Concept Generation C Small's Ideation Stimulator Checklist D The Marketing Plan E Guidelines for Evaluating a New Products Program
ISBN: 9780071289238 ISBN-10: 0071289232 Audience:
Tertiary; University or College
Number Of Pages: 576 Published: 9th April 2011 Publisher: McGraw-Hill Education - Europe Country of Publication: US Dimensions (cm): 23.4 x 18.7
Weight (kg): 0.87
Edition Number: 10 Edition Type: Revised