| Description |
xxiv, 487 pages : illustrations ; 25 cm |
| Contents |
Sect. 1. Need. Ch. 1. Need for Growth and Diversification. Ch. 2. Why New Products Fail. Ch. 3. The Hierarchy of New Products. Ch. 4. Where Do New Products Come From? Ch. 5. Another Path to New Products - External Development -- Sect. 2. Commitment. Ch. 6. Corporate Charter. Ch. 7. Goals - Deciding Where to Go. Ch. 8. Top Management Support. Ch. 9. Organizing for New Products. Ch. 10. A Program to Address New Product Goals -- Sect. 3. Exploration. Ch. 11. The Search for Opportunity - Industry Analysis. Ch. 12. Targeting - Other Perspectives -- Sect. 4. Conception. Ch. 13. Input Research. Ch. 14. Ideation. Ch. 15. Ideaforms. Ch. 16. Screening Research -- Sect. 5. Modeling. Ch. 17. The Product as Communication. Ch. 18. Research Guidelines -- Sect. 6. Marketing. Ch. 19. Plan, Simulation, Selection. Ch. 20. New Product Communications. Ch. 21. Media/Promotion/Payout -- Sect. 7. Market Testing. Ch. 22. Start and Monitor. Ch. 23. Assess and Expand -- Sect. 8. Major Introduction |
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Ch. 24. And Now What? -- App. A. New Products Checklist -- App. B. New Products Responsibility Checklist -- App. C. Legal Clearance for Inventions -- App. D. Checklist for Written Agreements with New Products Services -- App. E. Sample New Products Agreements with Advertising Agencies -- App. F. Decision Considerations |
| Summary |
George Gruenwald's definitive work is a comprehensive and up-to-date guide to developing new products and services. Gruenwald has experience in new product development with over 50 of the world's largest companies, making him uniquely qualified to advise businesses and entrepreneurs in the process of successful new product development. In How to Create Profitable New Products he sheds light on every step of the development process |
| Bibliography |
Includes bibliographical references (pages 473-475) and index |
| Subject |
New products -- Management.
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New products -- Marketing.
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| LC no. |
96037177 |
| ISBN |
0844233536 (alk. paper) |
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