New Products Management
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Written with a managerial focus, New Product Management by Crawford and Di Beneditto is useful to the practicing new products manager. Along with the management approach, the perspective of marketing is presented throughout which enables the text to have a balanced view. The authors aim to make the book increasingly relevant to its users as this revision is considered to be a “new product.” Many new examples, cases, and research along with the most current topics highlight the new edition of New Product Management.
Ch. 1The menu5Ch. 2The new products process23Ch. 3Opportunity identification and selection : strategic planning for new products52Ch. 4Preparation and alternatives81Ch. 5Problem-based ideation : finding and solving customers' problems102Ch. 6Analytical attribute approaches : introduction and perceptual mapping125Ch. 7Analytical attribute approaches : trade-off analysis and qualitative techniques142Ch. 8The concept evaluation system165Ch. 9Concept testing185Ch. 10The full screen211Ch. 11Sales forecasting and financial analysis230Ch. 12Product protocol256Ch. 13Design281Ch. 14Development team management303Ch. 15Product use testing332Ch. 16Strategic launch planning360Ch. 17Implementation of the strategic plan393Ch. 18Market testing414Ch. 19Launch management443Ch. 20Public policy issues465
