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New products management

Author: C Merle Crawford; C Anthony Di Benedetto
Publisher: Chicago : Irwin/McGraw-Hill, ©2000.
Series: Irwin/McGraw-Hill series in marketing.
Edition/Format:   Print book : English : 6th edView all editions and formats
Database:WorldCat
Summary:

This updated text provides a management approach to new products management, from the perspective of marketing. It uses business world applications to reinforce the theories introduced, covers  Read more...

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Document Type: Book
All Authors / Contributors: C Merle Crawford; C Anthony Di Benedetto
ISBN: 0071175164 9780071175166 0070275521 9780070275522
OCLC Number: 51838388
Description: xxv, 534 pages : illustrations ; 24 cm.
Contents: Part 1 Overview and opportunity identification/selection: the menu; the new products process; opportunity identification and selection - strategic planning for new products. Part 2 Concept generation: preparation and alternatives; problem-based ideation; analytical attribute approaches - introduction and perceptual mapping; analytical attribute approaches - trade-off analysis and qualitative techniques. Part 3 Concept/project evaluation: the concept evaluation system; concept testing; the full screen; sales forecasting and financial analysis; product protocol. Part 4 Development: design; development team management; special issues in development; product use testing. Part 5 Launch: strategic launch planning; implementation of the strategic plan; market testing - pseudo sales methods; market testing continued -controlled sales and full sale; launch management; public policy issues; appendices.
Series Title: Irwin/McGraw-Hill series in marketing.
Responsibility: C. Merle Crawford, C. Anthony Di Benedetto.

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