New Products Management
(Sprache: Englisch)
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...
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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 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 Products Management.
Inhaltsverzeichnis zu „New Products Management “
PART ONE Overview and Opportunity Identi¿cation/Selection1. The Strategic Elements of Product Development2. The New Products Process3. Opportunity Identi¿cation and Selection: Strategic Planning for New ProductsPART TWO Concept Generation4. Creativity and the Product Concept5. Finding and Solving Customers' Problems6. Analytical Attribute Approaches: Introduction and Perceptual Mapping7. Analytical Attribute Approaches: Trade-off Analysis and Qualitative TechniquesPART THREE Concept/Project Evaluation8. The Concept Evaluation System9. Concept Testing10. The Full Screen11. Sales Forecasting and Financial Analysis12. Product ProtocolPART FOUR Development13. Design14. Development Team Management15. Product Use TestingPART FIVE Launch16. Strategic Launch Planning17. Implementation of the Strategic Plan18. Market Testing19. Launch Management20. Public Policy IssuesAPPENDIXESA Sources of Ideas Already GeneratedB Other Techniques of Concept GenerationC Small's Ideation Stimulator ChecklistD The Marketing PlanE Guidelines for Evaluating a New Products ProgramAutoren-Porträt von C. Merle Crawford, C. Anthony Di Benedetto
Merle Crawford, University of Michigan - EmeritusAnthony Di Benedetto, Temple University
Bibliographische Angaben
- Autoren: C. Merle Crawford , C. Anthony Di Benedetto
- 2011, 10th Ed., 576 Seiten, mit Abbildungen, Maße: 18,9 x 23,2 cm, Kartoniert (TB), Englisch
- Verlag: McGraw-Hill Higher Education
- ISBN-10: 0071289232
- ISBN-13: 9780071289238
Sprache:
Englisch
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