Essentials of new product management
Author(s)
Bibliographic Information
Essentials of new product management
Prentice-Hall, c1987
Available at 25 libraries
Note
Includes bibliographical references and index
Description and Table of Contents
Description
A systematic, non-mathematical, managerial approach to the development and management of new products, and life-cycle management of existing products.
Table of Contents
I. INTRODUCTION.
1. Introduction to Product Management.
2. Product Strategy and the Innovation Process.
II. OPPORTUNITY IDENTIFICATION.
3. Market Definition for Entry Strategy.
4. Generating and Screening Ideas.
III. DESIGN.
5. An Overview of the Design Process.
6. Mapping Consumers' Product Perceptions.
7. Product Positioning.
8. Forecasting Sales Potential.
9. Completing the Design: Product Engineering and the Marketing Mix.
IV. TESTING.
10. Advertising and Product Testing.
11. Pretest-Market Analysis.
12. Test Marketing and Launching.
V. MANAGING THE LIFECYCLE.
13. Managing throughout the Product Life Cycle.
14. Organizing for Product Management.
15. Concluding Themes on New Product Strategy.
by "Nielsen BookData"