New product development: managing and forecasting for strategic success
Learn how to maintain a firm grasp of a project throughout its development, how to forecast with greater accuracy and how to ensure the successful launch of a product. Covers new consumer and industrial products, the latest services and technologies. Contains a slew of examples and case studies to illustrate concepts.
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Why New Product Development?
Mediating Turbulent Business Environments
Anticipating Market Acceptance of New Products
9 other sections not shown
advertising alternative approach assumptions behavior brand BusinessWeek Chapter choice simulation Compaq competitive competitors conjoint analysis consumer control chart costs data collection decision problems decision support system define development and forecasting effects environmental evaluation example factors Figure financial forecasting firm forecasting processes HDTV identified illustrated implementation important industry intention-to-buy interactive investment levels major managerial managers market entry decisions market opportunity forecasting market penetration market potential market response market segment market share market stakeholders marketing effectiveness marketing research measures methods needs organization organization's organizational percent perceptual maps personal computers planning post-launch potential buyers preference problems procedures product decision product development process product features product forecasting product launch product project product situations propensity to innovate repeat purchase RISC risk risk-return sales force scenarios selected spreadsheet strategic submodels tracking utilities variables Wall Street Journal WordPerfect