"The new edition provides the reader with the management approach through a marketing perspective. Comprehensive coverage of new product development process and practice prepares the reader to manage the people and processes from a marketing perspective. The authors aim to make the textbook increasingly relevant to its users as this revision is considered to be a "new product.""--BOOK JACKET.
Table of Contents
Overview and Opportunity Identification/Selection
p. 3
The Menu
p. 5
The New Products Process
p. 23
Opportunity Identification and Selection: Strategic Planning for New Products
p. 53
Concept Generation
p. 81
Preparation and Alternatives
p. 83
Problem-Based Ideation: Finding and Solving Customers' Problems
p. 109
Analytical Attribute Approaches: Introduction and Perceptual Mapping
p. 131
Analytical Attribute Approaches: Trade-off Analysis and Qualitative Techniques
p. 148
Concept/Project Evaluation
p. 169
The Concept Evaluation System
p. 171
Concept Testing
p. 191
The Full Screen
p. 217
Sales Forecasting and Financial Analysis
p. 235
Product Protocol
p. 262
Development
p. 285
Design
p. 289
Development Team Management
p. 315
Product Use Testing
p. 345
Launch
p. 369
Strategic Launch Planning
p. 372
Implementation of the Strategic Plan
p. 407
Market Testing
p. 428
Launch Management
p. 456
Public Policy Issues
p. 478
Sources of Ideas Already Generated
Other Techniques of Concept Generation
Small's Ideation Stimulator Checklist
The Marketing Plan
Guidelines for Evaluating a New Products Program
Table of Contents provided by Blackwell. All Rights Reserved.
