Written with a managerial focus, New Products Management 11e by Crawford and Di Benedetto is useful to the practicing new products manager.
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.
Crawford is retired from the University of Michigan.
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
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