Product Planning Essentials / Edition 2

by Kenneth Kahn

Overview

Concise yet comprehensive, Product Planning Essentials, Second Edition, 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. Instructors, students, and practitioners will appreciate the balanced managerial and how-to orientation.

Changes to the Second Edition

• Addition of two chapters on design and legal considerations.

• Expanded discussion of global considerations to introduce sustainable product development and Base of the Pyramid (BoP) product development.

• Simplified technical discussions of planning techniques for improved comprehension.

• Inclusion of product planning best practices from recent noteworthy cases and studies in the final chapter.

Product Details

ISBN-13:	9780765626073
Publisher:	Taylor & Francis
Publication date:	05/15/2011
Edition description:	2nd ed.
Pages:	280
Product dimensions:	6.30(w) x 9.10(h) x 0.80(d)

About the Author

Kenneth B. Kahn is a professor of marketing and director of the da Vinci Center for Innovation in Product Design and Development at Virginia Commonwealth University, as well as a nationally recognized scholar and consultant in the field of product development. Kahn was previously at Purdue University as a professor and director of Purdue’s Burton D. Morgan Center for Entrepreneurship. He is the author of Product Planning Essentials and New Product Forecasting: An Applied Approach, and the editor of the PDMA Handbook of New Product Development. He has consulted with and facilitated benchmarking sessions with numerous companies, including Acco Brands, Coca-Cola, ConAgra, Honeywell, John Deere, Lego, Procter & Gamble, and Unilever.

Table of Contents

1. Introduction to Product Planning 2. Strategy and Process 3. Organizing People 4. Opportunity Identification 5. Concept Generation 6. Concept Evaluation 7. Technical Development 8. Design 9. Market Planning 10. Commercialization and Launch 11. Life Cycle Management 12. Global Issues in Product Planning 13. Legal and Public Policy Considerations for Product Planning 14. Product Planning Best Practices

Editorial Reviews

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)

Booknews

"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."

Richard C. Notargiocomo