Design and marketing of new products
著者
書誌事項
Design and marketing of new products
Prentice-Hall International, c1993
2nd ed, Prentice Hall International Editions
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注記
Includes bibliography and index
内容説明・目次
内容説明
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.
目次
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.
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