New Products Management

　　1. Comprehensive coverage of new product development process and practice prepares students to manage the people and processes from a marketing perspective.

　　2. The authors emphasize that effective management of cross-functional teams is key to new product development success and provide the student with many concrete examples of good team management practices.

　　3. An understanding of what a team is for and comprehension of team mission and strategy is critical in new products management. Team assignment, team leadership, selecting team members and the various roles played by the team as well as team training compensation and motivation, are analyzed to illustrate the importance of teams in new products management.

　　4. As an extension of the cross-functional approach, non-marketing views are presented as they naturally arise and are not forced into a single chapter. This helps students appreciate the multi-functional nature of product development in each phase of the development process.

　　5. About two dozen product-related websites of interest that illustrate many of the methods or provide extra reading material, are included throughout the text for students to visit for additional insights.

PART I: OVERVIEW AND OPPORTUNITY IDENTIFICATION/SELECTION
Ch 1 The Strategic Elements of Product Development
Ch 2 The New Products Process
Ch 3 Opportunity Identification and Selection: Strategic Planning for New Products

PART II: CONCEPT GENERATION
Ch 4 Creativity and the Product Concept
Ch 5 Finding and Solving Customers' Problems
Ch 6 Analytical Attribute Approaches: Introduction and Perceptual Mapping
Ch 7 Analytical Attribute Approaches: Trade-Off Analysis and Qualitative Techniques

PART Ⅲ: CONCEPT/PROJECT EVALUATION
Ch 8 The Concept Evaluation System
Ch 9 Concept Testing
Ch10 The Full Screen
Ch11 Sales Forecasting and Financial Analysis
Ch12 Product Protocol

PART Ⅳ: DEVELOPMENT
Ch13 Design
Ch14 Development Team Management
Ch15 Product Use Testing

PART Ⅴ: LAUNCH
Ch16 Strategic Launch Planning
Ch17 Implementation of the Strategic Plan
Ch18 Market Testing
Ch19 Launch Management
Ch20 Public Policy Issues

APPENDIXES
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