Written with a managerial focus, "New Product Management" by Crawford and Di Beneditto 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 Product Management".
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Part One: Overview and Opportunity Identification/Selection 1: The Menu 2: The New Products Process 3: Opportunity Identification and Selection: Strategic Planning for New Products Part Two: Concept Generation 4: Preparation and Alternatives 5: Problem-Based Ideation: Finding and Solving Customers' Problems 6: Analytical Attribute Approaches: Introduction and Perceptual Mapping 7: Analytical Attribute Approaches: Trade-Off Analysis and Qualitative Techniques Part Three: Concept/Project Evaluation 8: The Concept Evaluation System 9: Concept Testing 10: The Full Screen 11: Sales Forecasting and Financial Analysis 12: Product Protocol Part Four: Development 13: Design 14: Development Team Management 15: Product Use Testing Part Five: Launch 16: Strategic Launch Planning 17: Implementation of the Strategic Plan 18: Market Testing 19: Launch Management 20: Public Policy Issues Bibliography Appendixes A: Sources and Ideas Already Generated B: Other Techniques of Concept Generation C: Small's Ideation Stimulator Checklist D: The Marketing Plan E: Guidelines for Evaluating a New Products Program
New Product Management by C.Merle Crawford
Used - Very Good
McGraw-Hill Education - Europe
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