Product Planning Essentials / Edition 2

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Overview

Concise yet comprehensive, Product Planning Essentials addresses the complex, interdisciplinary nature of product development and product management. It covers strategic issues that emerge during the product life cycle, including identifying opportunities, idea generation and evaluation, technical development, commercialization, and eventual product dismissal. Special topics include public policy, international issues, and intellectual property. An interesting summary of product development best practices from several companies appears at the end of the book. Instructors, students and practitioners will appreciate the balanced managerial and how-to orientation.

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Editorial Reviews

Booknews
Offers a concise review of new product development, addressing strategic issues that emerge during the product life. Provides managerial insights on the entire process of new product development, from idea generation to technical development and commercialization, and gives a set of useful analytical tools. Discusses issues that arise during the product development process, such as defining customer needs, conducting market analysis, market testing, and brand management. Author information is not given. Annotation c. Book News, Inc., Portland, OR (booknews.com)
Richard C. Notargiocomo
"Kenneth Kahn’s book is a comprehensive treatment of the field of new product planning. He has covered virtually all of the tools and techniques essential to new product success and has provided references for those people who want to dig deeper into any of the topics. This book is a ‘must have’ for anyone engaged in the profession of product planning and development."
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Product Details

  • ISBN-13: 9780765626080
  • Publisher: Sharpe, M. E. Inc.
  • Publication date: 3/1/2011
  • Edition description: New Edition
  • Edition number: 2
  • Pages: 267
  • Sales rank: 915,555
  • Product dimensions: 6.00 (w) x 9.00 (h) x 0.70 (d)

Table of Contents

Introduction
Strategy and Process
Organizing People
Opportunity Identification
Concept Generation
Concept Evaluation
Technical Development
Market Planning
Commercialization and Launch
Life Cycle Management
Special Topics in Product Planning
International Issues, Public Policy and Intellectual Property
Product Development Best Practices

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