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New Product Planning
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New Product Planning

First Edition

Other Titles in:
Marketing

January 2001 | 264 pages | SAGE Response
This book is a concise, comprehensive and balanced treatment of the field of new product planning which integrates product development and product management in a common framework. It describes the various initiatives that are necessary for successful product planning and addresses the strategic issues that emerge during the life cycle of a product.

From idea generation and evaluation to technical development, commercialization and eventual product dismissal, Kenneth Kahn provides key managerial insights and perspectives that can be readily applied to product planning. He describes and illustrates the various tools and techniques which are essential to the success of new products. Also discussed are all the important product planning issues, such as:

- defining customer needs

- translating the needs into technical specifications

- generating concepts

- evaluating results

- developing marketing plans and market testing

- product launch

- brand management

Special topics covered include public policy, international issues and intellectual property. An interesting summary of the best practices of product development from several companies is provided at the end of the book.

Preface

 
Introduction

 
Strategy and Process

 
Organizing People

 
Opportunity Identification

 
Concept Generation

 
Concept Evaluation

 
Technical Development

 
Market Planning

 
Commercialization and Launch

 
Life Cycle Management

 
Special Topics in Product Planning: International Issues, Public Policy and Intellectual Property

 
Product Development Best Practices

 
Appendix A: Situation Analysis Data Sources

 
Appendix B: Reference Sources for Product Planning

 
References

 
Index

 

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Kenneth B. Kahn

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ISBN: 9788178290263
₹645.00