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Full Description
Written with a managerial focus, New Products Management 11e 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.
Contents
PART ONEThe Strategic Elements of Product DevelopmentChapter 2: The New Products ProcessChapter 3: Opportunity Identification and Selection: Strategic Planning for New ProductsPART TWO: Concept GenerationChapter 4: Creativity and the Product ConceptChapter 5: Finding and Solving Customers' ProblemsChapter 6: Analytical Attribute Approaches: Introduction and Perceptual MappingChapter 7: Analytical Attribute Approaches: Trade-off Analysis and Qualitative TechniquesPART THREE: Concept/Project EvaluationChapter 8: The Concept Evaluation SystemChapter 9: Concept TestingChapter 10: The Full ScreenChapter 11: Sales Forecasting and Financial AnalysisChapter 12: Product ProtocolPART FOUR: DevelopmentChapter 13: DesignChapter 14: Development Team ManagementChapter 15: Product Use TestingPART FIVE: LaunchChapter 16: Strategic Launch PlanningChapter 17: Implementation of the Strategic PlanChapter 18: Market TestingChapter 19: Launch ManagementChapter 20: Public Policy IssuesAPPENDIXESAppendix A: Sources of Ideas Already GeneratedAppendix B: Other Techniques of Concept GenerationAppendix C: Small's Ideation Stimulator ChecklistAppendix D: The Marketing PlanAppendix E: Guidelines for Evaluating a New Products ProgramNER(01): WOW
