New Products Management - Rilegato

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

Rilegato

ISBN 10: 0073404802 ISBN 13: 9780073404806

Casa editrice: McGraw-Hill Education, 2011

Riassunto

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 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.

Su questo libro

Contenuti:

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

Product Description:

Book by Crawford C Merle

Su questa edizione

• Editore: McGraw-Hill Education
• Data di pubblicazione: 2011
• ISBN 10: 0073404802
• ISBN 13: 9780073404806
• Rilegatura: Copertina rigida
• Numero di pagine: 576