Essentials of New Product Management
- Binding: Hardcover
- Edition: 1
- Publisher: Prentice Hall
- Publish date: 08/01/1986
Description:
I. INTRODUCTION. 1. Introduction to Product Management. 2. Product Strategy and the Innovation Process. II. OPPORTUNITY IDENTIFICATION. 3. Market Definition for Entry Strategy. 4. Generating and Screening Ideas. III. DESIGN. 5. An Overview of the Design Process. 6. Mapping Consumers' Product Perceptions. 7. Product Positioning. 8. Forecasting Sales Potential. 9. Completing the Design: Product Engineering and the Marketing Mix. IV. TESTING. 10. Advertising and Product Testing. 11. Pretest-Market Analysis. 12. Test Marketing and Launching. V. MANAGING THE LIFECYCLE. 13. Managing throughout the Product Life Cycle. 14. Organizing for Product Management. 15. Concluding Themes on New Product Strategy.
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