NEW PRODUCTS MANAGEMENT provides a management approach, with the perspective of marketing. In every organization
there is a person or group of persons who are charged with getting new goods and services onto the market. Frequently
those people are new product managers, or project managers, or team leaders. They lead a multifunctional group
of people, with the perspective of a general manager. NEW PRODUCTS MANAGEMENT, Sixth Edition recognizes the value
of the cross-functional team. That team will include representatives from all areas of business. A team leader
(or future team leaders) will benefit from this text and its approach. The theories introduced in this text are
reinforced through applications in the business world. --This text refers to an out of print or unavailable edition
of this title.
Table of Contents
Table of Contents
PART ONE Overview and Opportunity Identi?cation/Selection
1. The Strategic Elements of Product Development
2. The New Products Process
3. Opportunity Identi?cation and Selection: Strategic Planning for New Products
PART TWO Concept Generation
4. Creativity and the Product Concept
5. Finding and Solving Customers� Problems
6. Analytical Attribute Approaches: Introduction and Perceptual Mapping
7. Analytical Attribute Approaches: Trade-off Analysis and Qualitative Techniques
PART THREE Concept/Project Evaluation
8. The Concept Evaluation System
9. Concept Testing
10. The Full Screen
11. Sales Forecasting and Financial Analysis
12. Product Protocol
PART FOUR Development
13. Design
14. Development Team Management
15. Product Use Testing
PART FIVE Launch
16. Strategic Launch Planning
17. Implementation of the Strategic Plan
18. Market Testing
19. Launch Management
20. 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 Guidelines for Evaluating a New Products Program
