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 Identi’cation/Selection
1. The Strategic Elements of Product Development
2. The New Products Process
3. Opportunity Identi’cation and Selection: Strategic Planning for New Products
PART TWO Concept Generation
4. Creativity and the Product Concept
5. Finding and Solving Customers’ Problems
6. Analytical Attribute Approaches: Introduction and Perceptual Mapping
7. 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. Design
14. Development Team Management
15. Product Use Testing
PART FIVE Launch
16. Strategic Launch Planning
17. Implementation of the Strategic Plan
18. Market Testing
19. Launch Management
20. Public Policy Issues
APPENDIXES