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New products management

Author: C Merle Crawford
Publisher: Homewood, Ill. : Irwin, 1987.
Series: Irwin series in marketing.
Edition/Format:   Print book : English : 2nd edView all editions and formats
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: C Merle Crawford
ISBN: 0256036411 9780256036411
OCLC Number: 15429720
Description: xxi, 584 pages : illustrations ; 24 cm.
Contents: Overview and Opportunity Identification/Selection --
The Menu --
Why Is This an Important Field of Study? --
OK, So What Is a New Product? --
What about New Services, Business-to-Business Products, and International Products? --
On What Basic Ideas or Concepts Is This Field of Activity Built? --
Don't Most Real Innovations Come from Small Firms and Inventors? --
Is New Products Management an Art or a Science? --
Does This Field of Activity Have a Unique Vocabulary? --
Does The Field of New Products Offer Careers? --
Given All of This, What Will We Be Doing in This Book? --
Does All This Actually Work? --
The New Products Process --
"It Doesn't Work That Way" --
The Highlighter Saga --
The Basic New Products Process --
The Concept Life Cycle --
What about New-to-the-World Products? --
Case: Merck --
Case: Nabisco Snackwell's --
Opportunity Identification and Selection: Strategic Planning for New Products --
Why Have Strategic Planning? --
A Strategy for a "Company within a Company" --
New Product Strategy Inputs --
The Product Innovation Charter --
A World on How to Prepare a Product Innovation Charter --
The New Product's Strategic Fit --
Other Issues That Arise in the Process of Creating Charters --
Case: New Product Strategy at Kellogg --
Case: Microsoft Windows 95 --
Concept Generation --
Preparation and Alternatives --
Preparation --
The Concept --
Two Basic Approaches --
Gathering Concepts Already Created --
Case: Concept Generation in the Toy Industry --
Problem-Based Ideation.
Series Title: Irwin series in marketing.
Responsibility: C. Merle Crawford.

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