New Products Management

ISBN-10: 0073529885
ISBN-13: 9780073529882
Edition: 9th 2008
List price: $212.00
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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: $212.00
Edition: 9th
Copyright year: 2008
Publisher: McGraw-Hill Higher Education
Publication date: 10/22/2007
Binding: Hardcover
Pages: 552
Size: 7.50" wide x 9.50" long x 1.00" tall
Weight: 2.244
Language: English

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.

New Product Management
9/eBrief Table of Contents
Overview and Opportunity Identification/Selection
The Menu
The New Products Process
Opportunity Identification and Selection: Strategic Planning for New Products
Concept Generation
Preparation and Alternatives
Problem-Based Ideation: 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
Bibliography
Sources and 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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