New Products Management
McGraw-Hill/Irwin, 2006 - Business & Economics - 540 pages
New Products Management, 8/e, by Crawford and Di Bennedetto provides future new product managers, project managers and team leaders with a comprehensive overview of the new product development process including how to develop an effective development strategy, manage cross-functional teams across the organization, generate and evaluate concepts, manage the technical development of a product, develop the marketing plan, and manage the financial aspects of a project.
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advertising attributes benefit segments brand buyers called Chapter competitive competitors concept testing conjoint analysis consumer cost creative cross-functional team decisions dimensional analysis end-user engineering evaluation example factors firm firm's focus group forecasts full screen functional gap map Hewlett-Packard ideation identify important industry Journal of Product launch look manufacturing market testing marketing plan Marketing Research matrix method Napster opportunity package PDMA percent perceptual map phase platform potential Preference regression problems product concepts Product Development product ideas product innovation charter Product Innovation Management product manager product project product use testing products process products team profit protocol prototype risk salsa scenario analysis scoring model sell shows snack sources strategy success Tastykake technical techniques test market users Vioxx Wall Street Journal