Written with a managerial focus, New Products Management by Crawford and Di Benedetto is useful to the practicing new products manager. Along with the management approach, the perspective of marketing is presented throughout which enables the text to have a balanced view. The authors aim to make the book increasingly relevant to its users as this revision is considered to be a “new product.” Many new examples, cases, and research along with the most current topics highlight the new edition of New Products Management.
Table of contents
PART ONE Overview and Opportunity Identiﬁcation/Selection 1. The Strategic Elements of Product Development2. The New Products Process 3. Opportunity Identiﬁcation and Selection: Strategic Planning for New ProductsPART TWO Concept Generation 4. Creativity and the Product Concept5. Finding and Solving Customers’ Problems 6. Analytical Attribute Approaches: Introduction and Perceptual Mapping7. Analytical Attribute Approaches: Trade-off Analysis and Qualitative Techniques PART THREE Concept/Project Evaluation 8. The Concept Evaluation System 9. Concept Testing 10. The Full Screen 11. Sales Forecasting and Financial Analysis 12. Product Protocol PART FOUR Development 13. Design14. Development Team Management 15. Product Use Testing PART FIVE Launch16. Strategic Launch Planning17. Implementation of the Strategic Plan 18. Market Testing 19. Launch Management 20. Public Policy IssuesAPPENDIXESA Sources of Ideas Already Generated B Other Techniques of Concept Generation C Small’s Ideation Stimulator Checklist D The Marketing Plan E Guidelines for Evaluating a New Products Program