New Products Management: 2025 Release ISE （13TH）

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

McGraw-Hill Education（2025/03発売）

• 製本 Paperback:紙装版/ペーパーバック版
• 言語 ENG
• 商品コード 9781264968183

Full Description

Crawford's New Product Management provides the management approach to teaching new products, with the perspective of marketing. The streamlined format of 18 chapters focuses on the topics that will be of most importance and interest to new product managers. Significant updates can be found throughout to present the "best practices" of industry and relevancy for today's businesses.

New for the 2025 Release the content includes integrated technology of our complete course platform, McGraw Hill Connect. Featuring Smartbook, Connect's adaptive learning solution, assignable chapter exercises, and quizzes. All designed to boost engagement and support students' further learning.

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.  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