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New Products Management(11版)

New Products Management(11版)

  • 定價:1160
  • 優惠價:951102
  • 運送方式:
  • 臺灣與離島
  • 海外
  • 可配送點:台灣、蘭嶼、綠島、澎湖、金門、馬祖
  • 可取貨點:台灣、蘭嶼、綠島、澎湖、金門、馬祖
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內容簡介

  1.Strategic elements of the product development. The first part of the text introduces three key concepts (new products process, product innovation charter, and product portfolio) as the three strategic elements of the product development. This unites all the key strategies involved in new product development, and serves as a foundation for all aspects of product development presented in later chapters.

  2.Comprehensive coverage of new product development process and practice, such as, designing for the environment and globalization in new product development, prepares students to manage the people and processes from a marketing perspective.

  3.Attention on Teams. Understanding of what a team is for and comprehension of team mission and strategy is critical in new products management

  4.Cross-functional approach weaved throughout. Non-marketing views are presented as they naturally arise and are not forced into a single chapter. This helps students appreciate the multi-functional nature of product development in each phase of the development process.
 

作者介紹

作者簡介

C. Merle Crawford

 
  現職:University of Michigan - Emeritus

C. Anthony Di Benedetto

  現職:Temple University
 

目錄

PART I: OVERVIEW AND OPPORTUNITY IDENTIFICATION/SELECTION
Ch 1 The Strategic Elements of Product Development
Ch 2 The New Products Process
Ch 3 Opportunity Identifcation and Selection: Strategic Planning for New Products

PART II: CONCEPT GENERATION
Ch 4 Creativity and the Product Concept
Ch 5 Finding and Solving Customers Problems
Ch 6 Analytical Attribute Approaches: Introduction and Perceptual Mapping
Ch 7 Analytical Attribute Approaches: Trade-off Analysis and Qualitative Techniques

PART III: CONCEPT/PROJECT EVALUATION
Ch 8 The Concept Evaluation System
Ch 9 Concept Testing
Ch10 The Full Screen
Ch11 Sales Forecasting and Financial Analysis
Ch12 Product Protocol

PART IV: DEVELOPMENT
Ch13 Design
Ch14 Development Team Management
Ch15 Product Use Testing

PART V: LAUNCH
Ch16 Strategic Launch Planning
Ch17 Implementation of the Strategic Plan
Ch18 Market Testing
Ch19 Launch Management
Ch20 Public Policy Issues

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

詳細資料

  • ISBN:9789814577106
  • 叢書系列:產品管理
  • 規格:平裝 / 588頁 / 普通級 / 單色印刷 / 11版
  • 出版地:台灣

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