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Design and marketing of new products

Author: Glen L Urban; John R Hausser
Publisher: Englewood Cliffs : Prentice-Hall, ©1993.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Summary:

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.

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Glen L Urban; John R Hausser
ISBN: 0132015676 9780132015677
OCLC Number: 318208389
Description: xxvii, 701 p. : il. ; 24 cm
Contents: 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.
Responsibility: Glen L. Urban, John R. Hausser.

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