Title:
Design and marketing of new products
Personal Author:
Edition:
2nd ed.
Publication Information:
Englewood Cliffs, NJ : Prentice Hall, 1993
ISBN:
9780132015677
Added Author:
Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000005021104 | HF5415.15 U72 1993 | Open Access Book | Advance Management | Searching... |
Searching... | 30000005028190 | HF5415.15 U72 1993 | Open Access Book | Advance Management | Searching... |
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Summary
Summary
A complete and practical, how-to exploration of each step in the strategy, opportunity identification, design, testing, launch, and profit-management stages of new-product development. Revision of over 75% of the book ... offers a managerial focus - with an emphasis on understanding the issues and solving the problems by implementing a variety if state-of-the-art methods and perspectives ... integrates marketing, R&D, production engineering, and financial aspects of new product design and marketing ... uses real-world examples to illustrate issues and solutions.
Table of Contents
| 1 Introduction to New Product Development |
| 2 New Product Strategies |
| 3 Proactive New Product Development Process |
| 4 Market Definition and Entry Strategy |
| 5 Idea Generation |
| 6 An Overview of the Design Process |
| 7 Customer Measurement A Review |
| 8 Perceptual Mapping: Identification of Strategic Benefits |
| 9 Customer Needs and Perceptual Mapping: Methods and Procedures |
| 10 Strategic Product Positioning and Customer Preferences |
| 11 Benefit Segmentation and Product Positioning |
| 12 Estimating Sales Potential: What-If Analyses |
| 13 Designing for Quality |
| 14 Integrated Design: Case Examples |
| 15 Advertising and Product Testing |
| 16 Pretest Market Forecasting |
| 17 Test Marketing |
| 18 Launching the Product |
| 19 Managing through Life Cycle |
| 20 Organizing for Innovation |
| 21 Customizing the New-Product Development Process |
| 22 New-Product Development Revisited |
