New Products Management - Rilegato

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

Rilegato

ISBN 10: 007802904X ISBN 13: 9780078029042

Casa editrice: McGraw Hill, 2014

Riassunto

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.

Su questo libro

Contenuti:

PART ONE: Overview and Opportunity Identi¿cation/Selection

Chapter 1: The Strategic Elements of Product Development

Chapter 2: The New Products Process

Chapter 3: Opportunity Identi¿cation 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

Su questa edizione

• Editore: McGraw Hill
• Data di pubblicazione: 2014
• ISBN 10: 007802904X
• ISBN 13: 9780078029042
• Rilegatura: Copertina rigida
• Numero di pagine: 608