C. Merle Crawford, C. Anthony Di Benedetto

New Products Management

• Broschiertes Buch

Produktbeschreibung

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.

Produktdetails

• International Student Edition
• Verlag: McGraw-Hill Higher Education
• 11th ed.
• Seitenzahl: 608
• Erscheinungstermin: 31. März 2016
• Englisch
• Abmessung: 232mm x 185mm x 18mm
• Gewicht: 858g
• ISBN-13: 9781259254345
• ISBN-10: 1259254348
• Artikelnr.: 41355385

Inhaltsangabe

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