- Item type
- Book
- Language
- English
- Publication year
- 2008
- Edition no.
- 9th ed.
- ISBN
- 978-0-07-126336-8
"Aimed at the practicing new products manager. Along with the management approach, this book presents the perspective of marketing throughout which enables the text to have a balanced view." - from world cat.
PART I: OVERVIEW AND OPPORTUNITY IDENTIFICATION/SELECTION --- Chapter 1. The menu --- Chapter 2. The new products process --- Chapter 3. Opportunity identification and selection: strategic planning for new products --- PART II: CONCEPT GENERATION --- Chapter 4. Preparation and alternatives --- Chapter 5. Problem-based ideation: 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 III: 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 IV: DEVELOPMENT --- Chapter 13. Design --- Chapter 14. Development team management --- Chapter 15. Product use testing --- PART V: LAUNCH --- 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 --- APPENDICES --- Appendix A: Sources of ideas already generated --- Appendix B: Other techniques of concept generation --- Appendix C: Small's idea stimulator checklist --- Appendix D: The marketing plan --- Appendix E: Guidelines for evaluating a new products program..
