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Design and Marketing of New Products

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ISBN-10: 0132015676

ISBN-13: 9780132015677

Edition: 2nd 1993

Authors: Glen L. Urban, John R. Hauser

List price: $282.20
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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.
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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: 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