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Crawford's New Product Management 12e provides the management approach to teaching new products, with the perspective of marketing. Adopters of previous editions will notice that the format is slimmed down to 18 chapters. This streamlined presentation focuses on topics that will be of most importance and interest to new product managers. Significant updates can be found throughout.
作者簡介
C. Merle Crawford
現職：University of Michigan-Emeritus
C. Anthony Di Benedetto
現職：Temple University
PART I: OPPORTUNITY IDENTIFICATION AND SELECTION
Ch 1 The Strategic Elements of Product Development
Ch 2 The New Products Process
Ch 3 Opportunity Identifcation and Selection: Strategic Planning for New Products
PART II: CONCEPT GENERATION
Ch 4 The Product Concept and Ready-Made New Product Ideas
Ch 5 New Product Ideas: The Problem Find-Solve Approach
Ch 6 New Product Ideas: Analytical Attribute Approaches
PART III: CONCEPT/PROJECT EVALUATION
Ch 7 Concept Evaluation and Testing
Ch 8 The Full Screen
Ch 9 Sales Forecasting and Financial Analysis
Ch10 Product Protocol
PART IV: DEVELOPMENT
Ch11 Design
Ch12 Development Team Management
Ch13 Product Use Testing
PART V: LAUNCH
Ch14 Strategic Launch Planning
Ch15 Implementation of the Strategic Plan
Ch16 Market Testing
Ch17 Launch Management
Ch18 Public Policy Issues
Appendix A: Sources of Ideas Already Generated
Appendix B: Other Techniques of Concept Generation
