Design and Marketing of New Products

ISBN-10: 0132015676
ISBN-13: 9780132015677
Edition: 2nd 1993
List price: $282.20
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Description: A complete and practical, how-to exploration of each step in the strategy, opportunity identification, design, testing, launch, and profit-management stages of new-product development.Revision of over 75% of the book ... offers a managerial focus -  More...

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Book details

List price: $282.20
Edition: 2nd
Copyright year: 1993
Publisher: Prentice Hall PTR
Publication date: 5/4/1993
Binding: Paperback
Pages: 670
Size: 6.50" wide x 9.50" long x 1.50" tall
Weight: 2.398
Language: English

A complete and practical, how-to exploration of each step in the strategy, opportunity identification, design, testing, launch, and profit-management stages of new-product development.Revision of over 75% of the book ... offers a managerial focus - with an emphasis on understanding the issues and solving the problems by implementing a variety if state-of-the-art methods and perspectives ... integrates marketing, R&D, production engineering, and financial aspects of new product design and marketing ... uses real-world examples to illustrate issues and solutions.

Introduction to New Product Development
New Product Strategies
Proactive New Product Development Process
Market Definition and Entry Strategy
Idea Generation
An Overview of the Design Process
Customer Measurement A Review
Perceptual Mapping: Identification of Strategic Benefits
Customer Needs and Perceptual Mapping: Methods and Procedures
Strategic Product Positioning and Customer Preferences
Benefit Segmentation and Product Positioning
Estimating Sales Potential: What-If Analyses
Designing for Quality
Integrated Design: Case Examples
Advertising and Product Testing
Pretest Market Forecasting
Test Marketing
Launching the Product
Managing through Life Cycle
Organizing for Innovation
Customizing the New-Product Development Process
New-Product Development Revisited

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