Authors: C. Merle Crawford
ISBN-13: 9780073529882, ISBN-10: 0073529885
Format: Hardcover
Publisher: McGraw-Hill Companies, The
Date Published: October 2007
Edition: 9th Edition
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.
Ch. 1 | The menu | 5 |
Ch. 2 | The new products process | 23 |
Ch. 3 | Opportunity identification and selection : strategic planning for new products | 52 |
Ch. 4 | Preparation and alternatives | 81 |
Ch. 5 | Problem-based ideation : finding and solving customers' problems | 102 |
Ch. 6 | Analytical attribute approaches : introduction and perceptual mapping | 125 |
Ch. 7 | Analytical attribute approaches : trade-off analysis and qualitative techniques | 142 |
Ch. 8 | The concept evaluation system | 165 |
Ch. 9 | Concept testing | 185 |
Ch. 10 | The full screen | 211 |
Ch. 11 | Sales forecasting and financial analysis | 230 |
Ch. 12 | Product protocol | 256 |
Ch. 13 | Design | 281 |
Ch. 14 | Development team management | 303 |
Ch. 15 | Product use testing | 332 |
Ch. 16 | Strategic launch planning | 360 |
Ch. 17 | Implementation of the strategic plan | 393 |
Ch. 18 | Market testing | 414 |
Ch. 19 | Launch management | 443 |
Ch. 20 | Public policy issues | 465 |