Bibliographic Information

Essentials of new product management

Glen L. Urban, John R. Hauser, Nikhilesh Dholakia

Prentice-Hall, c1987

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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.

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Details

  • NCID
    BA00898016
  • ISBN
    • 013286584X
  • LCCN
    86008160
  • Country Code
    us
  • Title Language Code
    eng
  • Text Language Code
    eng
  • Place of Publication
    Englewood Cliffs, N.J.
  • Pages/Volumes
    x, 340 p.
  • Size
    24 cm
  • Classification
  • Subject Headings
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