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New Products Management

ISBN-10: 0073404802
ISBN-13: 9780073404806
Edition: 10th 2011
List price: $104.99 Buy it from $29.33
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Description: 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  More...

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Book details

List price: $104.99
Edition: 10th
Copyright year: 2011
Publisher: McGraw-Hill Higher Education
Publication date: 12/1/2010
Binding: Hardcover
Pages: 592
Size: 7.50" wide x 9.25" long x 0.75" tall
Weight: 2.552

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.

Overview and Opportunity Identication/Selection
The Strategic Elements of Product Development
The New Products Process
Opportunity Identication and Selection: Strategic Planning for New Products
Concept Generation
Creativity and the Product Concept
Finding and Solving Customers' Problems
Analytical Attribute Approaches: Introduction and Perceptual Mapping
Analytical Attribute Approaches: Trade-off Analysis and Qualitative Techniques
Concept/Project Evaluation
The Concept Evaluation System
Concept Testing
The Full Screen
Sales Forecasting and Financial Analysis
Product Protocol
Development
Design
Development Team Management
Product Use Testing
Launch
Strategic Launch Planning
Implementation of the Strategic Plan
Market Testing
Launch Management
Public Policy Issues
Appendixes
Sources of Ideas Already Generated
Other Techniques of Concept Generation
Small's Ideation Stimulator Checklist
The Marketing Plan
Guidelines for Evaluating a New Products Program

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