Written with a managerial focus, this title is useful to the practicing new products manager. Along with the management approach, it presents a fresh perspective of marketing. It also includes examples, cases, and research.

PART ONE: Overview and Opportunity Identification/SelectionChapter 1: The Strategic Elements of Product DevelopmentChapter 2: The New Products ProcessChapter 3: Opportunity Identification and Selection: Strategic Planning for New ProductsPART TWO: Concept GenerationChapter 4: Creativity and the Product ConceptChapter 5: Finding and Solving Customers’ ProblemsChapter 6: Analytical Attribute Approaches: Introduction and Perceptual MappingChapter 7: Analytical Attribute Approaches: Trade-off Analysis and Qualitative TechniquesPART THREE: Concept/Project EvaluationChapter 8: The Concept Evaluation SystemChapter 9: Concept TestingChapter 10: The Full ScreenChapter 11: Sales Forecasting and Financial AnalysisChapter 12: Product ProtocolPART FOUR: DevelopmentChapter 13: DesignChapter 14: Development Team ManagementChapter 15: Product Use TestingPART FIVE: LaunchChapter 16: Strategic Launch PlanningChapter 17: Implementation of the Strategic PlanChapter 18: Market TestingChapter 19: Launch ManagementChapter 20: Public Policy IssuesAPPENDIXESAppendix A: Sources of Ideas Already GeneratedAppendix B: Other Techniques of Concept GenerationAppendix C: Small’s Ideation Stimulator ChecklistAppendix D: The Marketing PlanAppendix E: Guidelines for Evaluating a New Products Program