Crawford, C. Merle
New products management. / Merle Crawford and Anthony Di Benedetto. - 8th ed. - Boston, Mass. : McGraw-Hill/Irwin, c2006. - xx, 540 p. : ill. ; 24 cm. - McGraw-Hill/Irwin series in marketing .
Includes bibliographical references and index.
Contents: Overview and opportunity identification/selection: The Menu -- The New products process -- Opportunity identification and selection: strategic planning for new products -- Concept generation: Preparation and alternatives -- Problem-based ideation: finding and solving customers' problems -- Analytical attribute approaches: introduction and perpecptual mapping -- Analytical attribute approaches: trade-off analysis and qualitative techniques -- Concept/project evaluation: The Concept evaluation system -- Concept testing -- The Full screen -- Sales forecasting and financial analysis -- Product protocol -- Development: Design -- Development team management -- Product use testing -- Launch: Strategic launch planning -- Implementation of the strategic plan -- Market testing -- Launch management -- Public policy issues -- Appendixes: A: Sources of ideas already generated -- B: Other techniques of concept generation -- C: Small's ideation stimulator checklist -- D: The Marketing plan -- E: Guideline for evaluation a new products program.
0072961449 (alk. paper)
New products--Management.
HF5415.153.C72 /
New products management. / Merle Crawford and Anthony Di Benedetto. - 8th ed. - Boston, Mass. : McGraw-Hill/Irwin, c2006. - xx, 540 p. : ill. ; 24 cm. - McGraw-Hill/Irwin series in marketing .
Includes bibliographical references and index.
Contents: Overview and opportunity identification/selection: The Menu -- The New products process -- Opportunity identification and selection: strategic planning for new products -- Concept generation: Preparation and alternatives -- Problem-based ideation: finding and solving customers' problems -- Analytical attribute approaches: introduction and perpecptual mapping -- Analytical attribute approaches: trade-off analysis and qualitative techniques -- Concept/project evaluation: The Concept evaluation system -- Concept testing -- The Full screen -- Sales forecasting and financial analysis -- Product protocol -- Development: Design -- Development team management -- Product use testing -- Launch: Strategic launch planning -- Implementation of the strategic plan -- Market testing -- Launch management -- Public policy issues -- Appendixes: A: Sources of ideas already generated -- B: Other techniques of concept generation -- C: Small's ideation stimulator checklist -- D: The Marketing plan -- E: Guideline for evaluation a new products program.
0072961449 (alk. paper)
New products--Management.
HF5415.153.C72 /