Crawford: New Products Management 11th Edition

Written with a managerial focus, New Products Management 11e 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.

Contents

PART ONE: Overview and Opportunity Identification/Selection

• Chapter 1: The Strategic Elements of Product Development
• Chapter 2: The New Products Process
• Chapter 3: Opportunity Identification and Selection: Strategic Planning for New Products

PART TWO: Concept Generation

• Chapter 4: Creativity and the Product Concept
• Chapter 5: Finding and Solving Customers’ Problems
• Chapter 6: Analytical Attribute Approaches: Introduction and Perceptual Mapping
• Chapter 7: Analytical Attribute Approaches: Trade-off Analysis and Qualitative Techniques

PART THREE: Concept/Project Evaluation

• Chapter 8: The Concept Evaluation System
• Chapter 9: Concept Testing
• Chapter 10: The Full Screen
• Chapter 11: Sales Forecasting and Financial Analysis
• Chapter 12: Product Protocol

PART FOUR: Development

• Chapter 13: Design
• Chapter 14: Development Team Management
• Chapter 15: Product Use Testing

PART FIVE: Launch

• Chapter 16: Strategic Launch Planning
• Chapter 17: Implementation of the Strategic Plan
• Chapter 18: Market Testing
• Chapter 19: Launch Management
• Chapter 20: Public Policy Issues

APPENDIXES

• Appendix A: Sources of Ideas Already Generated
• Appendix B: Other Techniques of Concept Generation
• Appendix C: Small’s Ideation Stimulator Checklist
• Appendix D: The Marketing Plan
• Appendix E: Guidelines for Evaluating a New Products Program

Book Details

• Hardcover: 608 pages
• Publisher: McGraw-Hill/Irwin; 11 edition (©2014)
• Language: English
• ISBN-10: 007802904X
• ISBN-13: 978-0078029042
• Product Dimensions: 7.7 x 1.1 x 9.1 inches
• List Price: $261.67

Tags: Management