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Tables of Contents for Design and Marketing of New Products
Chapter/Section Title
Page #
Page Count
Introduction to New-Product Development
1
16
PART I: INNOVATION STRATEGY
17
60
New Product Strategies
17
19
Proactive New Product Development Process
36
41
PART II: OPPORTUNITY IDENTIFICATION
77
86
Market Definition and Entry Strategy
78
39
Idea Generation
117
46
PART III: DESIGN PROCESS
163
260
An Overview of the Design Process
164
12
Customer Measurement---A Review
176
25
Perceptual Mapping: Identification of Strategic Benefits
201
21
Customer Needs and Perceptual Mapping: Methods and Procedures
222
31
Strategic Product Positioning and Customer Preferences
253
28
Benefit Segmentation and Product Positioning
281
18
Estimating Sales Potential: ``What-If'' Analysis
299
34
Designing for Quality
333
52
Integrated Design: Case Examples
385
38
PART IV: TESTING AND IMPROVING NEW PRODUCTS
423
106
Ad and Product Testing
424
25
Pretest Market Forecasting
449
45
Test Marketing
494
35
PART V: PRODUCT INTRODUCTION AND PROFIT MANAGEMENT
529
71
Launching the Product
530
28
Managing through the Life Cycle
558
42
PART VI: IMPLEMENTING THE PROCESS
600
67
Organizing for Innovation
601
29
Customizing the New-Product Development Process
630
19
New-Product Development Revisited
649
18
Bibliography
667
26
Index
693