New Product Management - Brossura

Crawford, C. Merle; Di Benedetto, C. Anthony

Brossura

ISBN 10: 0071263365 ISBN 13: 9780071263368

Casa editrice: McGraw-Hill Higher Education, 2008

Riassunto

Written with a managerial focus, New Product Management by Crawford and Di Beneditto 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 Product Management.

Su questo libro

Contenuti:

Part One: Overview and Opportunity
Identification/Selection
1: The Menu
2: The New Products Process
3: Opportunity Identification and Selection: Strategic Planning for New Products
Part Two: Concept Generation
4: Preparation and Alternatives
5: Problem-Based Ideation: 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
Bibliography
Appendixes
A: Sources and 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

Su questa edizione

• Editore: McGraw-Hill Higher Education
• Data di pubblicazione: 2008
• ISBN 10: 0071263365
• ISBN 13: 9780071263368
• Rilegatura: Copertina flessibile
• Numero di pagine: 552