This comprehensive resource guides students step-by-step through the product development process, from concept through launch in the marketplace. Case histories profile successful new product introductions in a changing marketplace. This text details the best ways to:
- * Identify and respond to the real needs of consumers. * Plan for products that fit the company's charter and win top management commitment. * Test new products to spot and cure defects, assess market potential, and plan expansions. * Develop a complete marketing plan for a major new product introduction.
|Publisher:||McGraw-Hill Companies, The|
|Product dimensions:||7.63(w) x 9.67(h) x 1.52(d)|
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Table of Contents
- 1. Need for Growth and Diversification 2. Why New Products Fail 3. The Hierarchy of New Products 4. Where Do New Products Come From? 5. Another Path to New Products--External Development 6. Corporate Charter 7. Goals--Deciding Where to Go 8. Top Management Support 9. Organizing for New Products 10. A Program to Address New Product Goals 11. The Search for Opportunity--Industry Analysis 12. Targeting--Other Perspectives 13. Input Research 14. Ideation 15. Ideaforms 16. Screening Research