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New Products Management

By C.Merle Crawford, C. Anthony Di Benedetto, Anthony Di Benedetto

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Format: Hardcover, 592 pages, 10th Revised Edition
Other Information: Illustrated
Published In: United States, 01 December 2010
Written with a managerial focus, "New Products Management" by Crawford and Di Benedetto 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 this 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 Products Management."

Table of Contents

PART ONE Overview and Opportunity Identification/Selection 1. The Strategic Elements of Product Development 2. The New Products Process 3. Opportunity Identification and Selection: Strategic Planning for New Products PART TWO Concept Generation 4. Creativity and the Product Concept 5. Finding and Solving Customers' Problems 6. Analytical Attribute Approaches: Introduction and Perceptual Mapping 7. Analytical Attribute Approaches: Trade-off Analysis and Qualitative Techniques PART THREE Concept/Project Evaluation 8. The Concept Evaluation System 9. Concept Testing 10. The Full Screen 11. Sales Forecasting and Financial Analysis 12. Product Protocol PART FOUR Development 13. Design 14. Development Team Management 15. Product Use Testing PART FIVE Launch 16. Strategic Launch Planning 17. Implementation of the Strategic Plan 18. Market Testing 19. Launch Management 20. Public Policy Issues APPENDIXES A Sources of Ideas Already Generated B Other Techniques of Concept Generation C Small's Ideation Stimulator Checklist D The Marketing Plan E Guidelines for Evaluating a New Products Program

EAN: 9780073404806
ISBN: 0073404802
Publisher: McGraw-Hill Education
Dimensions: 23.9 x 18.29 x 2.77 centimetres (1.03 kg)
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