Essentials of New Product Management

Introduction -- Introduction To Product Management -- Product Strategy And The Innovation Process -- Opportunity Identification -- Market Definition For Entry Strategy -- Generating And Screening Ideas -- Design -- An Overview Of The Design Process -- Mapping Consumers' Product Perceptions -- Product Positioning -- Forecasting Sales Potential -- Completing The Design: Product Engineering And The Marketing Mix -- Testing -- Advertising And Product Testing -- Pretest-market Analysis -- Test Marketing And Launching -- Managing The Lifecycle -- Managing Throughout The Product Life Cycle -- Organizing For Product Management -- Concluding Themes On New Product Strategy. Glen L. Urban, John R. Hauser, Nikhilesh Dholakia. Includes Bibliographical References And Index.