Design and Marketing of New Products

Name: Design and Marketing of New Products
Price: 5.27 USD
Availability: InStock
ISBN: 9780132015677

ISBN-10: 0132015676

ISBN-13: 9780132015677

Edition: 2nd 1993

Authors: Glen L. Urban, John R. Hauser

List price: $279.99

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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 - 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.

Book details

List price: $279.99
Edition: 2nd
Copyright year: 1993
Publisher: Prentice Hall PTR
Publication date: 5/4/1993
Binding: Hardcover
Pages: 736
Size: 6.50" wide x 9.50" long x 1.50" tall
Weight: 2.244
Language: English




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