ESCP Europe

"Written with a managerial focus, this book 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 this edition." - from publisher.

PART I: 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 II: 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 III: 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 IV: DEVELOPMENT --- Chapter 13. Design --- Chapter 14. Development team management --- Chapter 15. Product use testing --- PART V: 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 --- APPENDICES --- Appendix A: Sources of ideas already generated --- Appendix B: Other techniques of concept generation --- Appendix C: The marketing plan --- Appendix D: Guidelines for evaluating a new products program..