Design and Marketing of New Products

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A complete and practical, how-to exploration of each step in the strategy, opportunity identification, design, testing, launch, and profit-management stages of new-product development. Revision of over 75% of the book ... offers a managerial focus - with an emphasis on understanding the issues and solving the problems by implementing a variety if state-of-the-art methods and perspectives ... integrates marketing, R&D, production engineering, and financial aspects of new product design and marketing ... uses ...
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Overview

A complete and practical, how-to exploration of each step in the strategy, opportunity identification, design, testing, launch, and profit-management stages of new-product development. Revision of over 75% of the book ... offers a managerial focus - with an emphasis on understanding the issues and solving the problems by implementing a variety if state-of-the-art methods and perspectives ... integrates marketing, R&D, production engineering, and financial aspects of new product design and marketing ... uses real-world examples to illustrate issues and solutions.
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Product Details

Table of Contents

Ch. 1 Introduction to New-Product Development 1
Ch. 2 New Product Strategies 17
Ch. 3 Proactive New Product Development Process 36
Ch. 4 Market Definition and Entry Strategy 78
Ch. 5 Idea Generation 117
Ch. 6 An Overview of the Design Process 164
Ch. 7 Customer Measurement - A Review 176
Ch. 8 Perceptual Mapping: Identification of Strategic Benefits 201
Ch. 9 Customer Needs and Perceptual Mapping: Methods and Procedures 222
Ch. 10 Strategic Product Positioning and Customer Preferences 253
Ch. 11 Benefit Segmentation and Product Positioning 281
Ch. 12 Estimating Sales Potential: "What-If" Analysis 299
Ch. 13 Designing for Quality 333
Ch. 14 Integrated Design: Case Examples 385
Ch. 15 Ad and Product Testing 424
Ch. 16 Pretest Market Forecasting 449
Ch. 17 Test Marketing 494
Ch. 18 Launching the Product 530
Ch. 19 Managing through the Life Cycle 558
Ch. 20 Organizing for Innovation 601
Ch. 21 Customizing the New-Product Development Process 630
Ch. 22 New-Product Development Revisited 649
Bibliography 667
Index 693
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