Ise New Products Management -- Paperback / softback （12 ed）

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Ise New Products Management -- Paperback / softback （12 ed）

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

ウェブストア価格 ¥11,880（本体¥10,800）
Mcgraw-hill Education（2020/03発売）
ポイント 108pt

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製本 Paperback:紙装版/ペーパーバック版
商品コード 9781260575088
DDC分類 658.5

Full Description

Crawford's New Product Management 12e provides the management approach to teaching new products, with the perspective of marketing.

Adopters of previous editions will notice that the format is slimmed down to 18 chapters. This streamlined presentation focuses on the topics that will be of most importance and

interest to new product managers. Significant updates can be found throughout, and great pains have been taken to present the "best practices" of industry and relevancy to readers.

Past adopters of New Products Management will notice major changes in this edition.

While there are some changes in virtually every chapter, some of the most substantial

changes are as follows:

1.We have made major additions and updates to the cases to provide more plentiful

and more current examples. We retired several cases from the previous edition,

wrote many new cases, and thoroughly updated many others. New cases

for this edition include: Oculus Rift, Adidas Parley sustainable running shoes,

Google Glass, Indiegogo, Tesla, Chipotle, Chick-fil-A, Corporate Social Responsibility

at Starbucks, and many others. As always, we aim to offer a mix of high tech

products and consumer products and services in the set of cases.

2.In addition, we have substantially updated examples throughout the text wherever

possible.We try to make use of illustrative examples that will resonate with

today's students wherever possible. Of course, we welcome the reader's comments

and suggestions for improvement.

3.There continues to be much new research in new products, and we have tried to

stay current on all of these topics. Readers will notice new or expanded coverage

of portfolio management, value curve creation, the TRIZ method, crowd-sourcing,

crowdfunding,observational research, open innovation, organizational structure,

3D modeling, beta testing, sustainable product development, and frugal

innovation,among other topics.

4.We continue the practice of referencing Web sites of interest throughout the

text,and we have added the web addresses for several useful YouTube videos

and other resources.

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. The Product Concept and Ready-Made New Product Ideas
5. New Product Ideas: The Problem Find-Solve Approach
6. New Product Ideas: Analytical Attribute Approaches

PART THREE
Concept/Project Evaluation
7. Concept Evaluation and Testing
8. The Full Screen
9. Sales Forecasting and Financial Analysis
10. Product Protocol

PART FOUR
Development
11. Design
12. Development Team Management
13. Product Use Testing

PART FIVE
Launch
14. Strategic Launch Planning
15. Implementation of the Strategic Plan
16. Market Testing
17. Launch Management
18. Public Policy Issues

APPENDIXES
A Sources of Ideas Already Generated
B Other Techniques of Concept Generation