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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.
Table of Contents
New Product Management
9/eBrief Table of Contents
Overview and Opportunity Identification/Selection
The New Products Process
Opportunity Identification and Selection: Strategic Planning for New Products
Preparation and Alternatives
Problem-Based Ideation: Finding and Solving CustomersÆ Problems
Analytical Attribute Approaches: Introduction and Perceptual Mapping
Analytical Attribute Approaches: Trade-Off Analysis and Qualitative Techniques
The Concept Evaluation System
The Full Screen
Sales Forecasting and Financial Analysis
Development Team Management
Product Use Testing
Strategic Launch Planning
Implementation of the Strategic Plan
Public Policy Issues
Sources and Ideas Already Generated
Other Techniques of Concept Generation
SmallÆs Ideation Stimulator Checklist
The Marketing Plan
Guidelines for Evaluating a New Products Program
Table of Contents provided by Publisher. All Rights Reserved.