| Description |
xxv, 534 pages : illustrations ; 24 cm |
| Series |
Irwin/McGraw-Hill series in marketing |
|
Irwin/McGraw-Hill series in marketing.
|
| Contents |
Machine derived contents note: 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 -- 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 Special Issues in Development -- Chapter 16 Product Use Testing -- Part V Launch -- Chapter 17 Strategic Launch Planning -- Chapter 18 Implementation of the Strategic Plan -- Chapter 19 Market Testing: Pseudo Sales Methods -- Chapter 20 Market Testing Continued: Controlled Sales and Full Sale -- Chapter 21 Launch Management -- Chapter 22 Public Policy Issues -- Bibliography -- 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 -- Index |
| Notes |
Previous ed.: 1997 |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Product management.
|
|
Commercial products.
|
|
Research, Industrial.
|
|
New products -- Management.
|
| Author |
Di Benedetto, C. Anthony.
|
| LC no. |
99034882 |
| ISBN |
0070275521 alkaline paper |
|
0071175164 International edition |
|
