New Products Management (Int'l Ed)

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en Limba Engleză Carte Paperback – 16 Oct 2014
Written with a managerial focus, this title is useful to the practicing new products manager. Along with the management approach, it presents a fresh perspective of marketing. It also includes examples, cases, and research.
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ISBN-13: 9789814577106
ISBN-10: 9814577103
Ilustrații: Illustrations
Dimensiuni: 190 x 235 x 21 mm
Greutate: 0.88 kg
Ediția: 11th edition
Editura: McGraw Hill Education
Colecția McGraw-Hill Education / Asia
Locul publicării: Singapore


PART ONE: Overview and Opportunity Identification/Selection

Chapter 1: The Strategic Elements of Product Development

Chapter 2: The New Products Process

Chapter 3: Opportunity Identification and Selection: Strategic Planning for New Products

PART TWO: Concept Generation

Chapter 4: Creativity and the Product Concept

Chapter 5: Finding and Solving Customers’ Problems

Chapter 6: Analytical Attribute Approaches: Introduction and Perceptual Mapping

Chapter 7: Analytical Attribute Approaches: Trade-off Analysis and Qualitative Techniques

PART THREE: Concept/Project Evaluation

Chapter 8: The Concept Evaluation System

Chapter 9: Concept Testing

Chapter 10: The Full Screen

Chapter 11: Sales Forecasting and Financial Analysis

Chapter 12: Product Protocol

PART FOUR: Development

Chapter 13: Design

Chapter 14: Development Team Management

Chapter 15: Product Use Testing


Chapter 16: Strategic Launch Planning

Chapter 17: Implementation of the Strategic Plan

Chapter 18: Market Testing

Chapter 19: Launch Management

Chapter 20: Public Policy Issues


Appendix A: Sources of Ideas Already Generated

Appendix B: Other Techniques of Concept Generation

Appendix C: Small’s Ideation Stimulator Checklist

Appendix D: The Marketing Plan

Appendix E: Guidelines for Evaluating a New Products Program