Design and marketing of new products / Glen L. Urban, John R. Hauser.
Material type:
TextSeries: Prentice-Hall international series in managementPublication details: Englewood Cliffs, N.J. : Prentice-Hall, c1980.Description: xx, 618 p. : ill. ; 24 cmISBN: - 0132012693
- HF5415.15 .U7
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| HF5415.135 .K47 1998 Strategic marketing problems : | HF5415.135.AK4 Strategic Marketing | HF5415.15 .L53 Product management | HF5415.15 .U7 Design and marketing of new products / | HF5415.153 .C72 New products management / | HF5415.153 .C84 New products management / | HF5415.153 .C84 New products management / |
Includes indexes.
Introduction to new products 1
Innovation strategy 19
A proactive new product development process 31
New product development- A managers perspective 61
Market definition and entry strategy 7
Idea generation 122
Introduction to design process 155
Consumer Measurement- A review 167
Perceptual mapping: Consumers' perceptions of new and existing products 185
Product positioning: Preference analysis and benefit segmentation 235
Forecasting sales potential 279
Completing the design: product engineering and marketing 317
Advertising and product testing 361
Pretest market forecasting 386
Test marketing 418
Launching the product 463
Managing the mature product 495
Organizing the development effort 531
Customizing the new product development process 552
New product strategy revisited 572
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