Written with a managerial focus, New Product Management by Crawford and Di Beneditto 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 Product Management.

Table of Contents

Part One: Overview and Opportunity
Identification/Selection
1: The Menu
2: The New Products Process
3: Opportunity Identification and Selection: Strategic Planning for New Products

Part Two: Concept Generation
4: Preparation and Alternatives
5: Problem-Based Ideation: Finding and Solving Customers? Problems
6: Analytical Attribute Approaches: Introduction and Perceptual Mapping
7: Analytical Attribute Approaches: Trade-Off Analysis and Qualitative Techniques

Part Three: Concept/Project Evaluation
8: The Concept Evaluation System
9: Concept Testing
10: The Full Screen
11: Sales Forecasting and Financial Analysis
12: Product Protocol

Part Four: Development
13: Design
14: Development Team Management
15: Product Use Testing

Part Five: Launch
16: Strategic Launch Planning
17: Implementation of the Strategic Plan
18: Market Testing
19: Launch Management
20: Public Policy Issues

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

552 pages, Paperback