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New Products Management : Irwin Marketing - Crawford

New Products Management

Irwin Marketing

By: Crawford

Hardcover Published: 17th March 2014
ISBN: 9780078029042
Number Of Pages: 608
For Ages: 18+ years old

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Written with a managerial focus, New Products Management 11e 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 the 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 the new edition of New Products Management.

PART ONE: Overview and Opportunity Identification/Selection
Chapter 1: The Strategic Elements of Product Development
Chapter 2: The New Products Process
Chapter 3: Opportunity Identification and Selection: Strategic Planning for New Products

PART TWO: Concept Generation
Chapter 4: Creativity and the Product Concept
Chapter 5: Finding and Solving Customers’ Problems
Chapter 6: Analytical Attribute Approaches: Introduction and Perceptual Mapping
Chapter 7: Analytical Attribute Approaches: Trade-off Analysis and Qualitative Techniques

PART THREE: Concept/Project Evaluation
Chapter 8: The Concept Evaluation System
Chapter 9: Concept Testing
Chapter 10: The Full Screen
Chapter 11: Sales Forecasting and Financial Analysis
Chapter 12: Product Protocol

PART FOUR: Development
Chapter 13: Design
Chapter 14: Development Team Management
Chapter 15: Product Use Testing

PART FIVE: Launch
Chapter 16: Strategic Launch Planning
Chapter 17: Implementation of the Strategic Plan
Chapter 18: Market Testing
Chapter 19: Launch Management
Chapter 20: Public Policy Issues

APPENDIXES
Appendix A: Sources of Ideas Already Generated
Appendix B: Other Techniques of Concept Generation
Appendix C: Small’s Ideation Stimulator Checklist
Appendix D: The Marketing Plan
Appendix E: Guidelines for Evaluating a New Products Program

ISBN: 9780078029042
ISBN-10: 007802904X
Series: Irwin Marketing
Audience: Professional
For Ages: 18+ years old
Format: Hardcover
Language: English
Number Of Pages: 608
Published: 17th March 2014
Publisher: McGraw-Hill Education - Europe
Country of Publication: US
Dimensions (cm): 24.0 x 19.0  x 3.0
Weight (kg): 1.07
Edition Number: 11
Edition Type: Revised

Earn 281 Qantas Points
on this Book