New products management
著者
書誌事項
New products management
（Irwin/McGraw-Hill series in marketing）
Irwin/McGraw-Hill, c2000
6th ed., international ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
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.
目次
Part I Overview and Opportunity Identification/SelectionChapter 1 The MenuChapter 2 The New Products ProcessChapter 3 Opportunity Identification and Selection: Strategic Planning for New ProductsPart II Concept GenerationChapter 4 Preparation and AlternativesChapter 5 Problem-Based IdeationChapter 6 Analytical Attribute Approaches: Introduction and Perceptual MappingChapter 7 Analytical Attribute Approaches: Trade-Off Analysis and Qualitative TechniquesPart III Concept/Project EvaluationChapter 8 The Concept Evaluation SystemChapter 9 Concept TestingChapter 10 The Full ScreenChapter 11 Sales Forecasting and Financial AnalysisChapter 12 Product ProtocolPart IV DevelopmentChapter 13 DesignChapter 14 Development Team ManagementChapter 15 Special Issues in DevelopmentChapter 16 Product Use TestingPart V LaunchChapter 17 Strategic Launch PlanningChapter 18 Implementation of the Strategic PlanChapter 19 Market Testing: Pseudo Sales MethodsChapter 20 Market Testing Continued: Controlled Sales and Full SaleChapter 21 Launch ManagementChapter 22 Public Policy IssuesBibliographyAppendix A Sources of Ideas Already GeneratedAppendix B Other Techniques of Concept GenerationAppendix C Small's Idea Stimulator ChecklistAppendix D The Marketing PlanAppendix E Guidelines for Evaluating a New Products ProgramIndex
「Nielsen BookData」 より
