Robert J Thomas

New Product Development

Managing and Forecasting for Strategic Success

• Broschiertes Buch

Produktbeschreibung

Dr. Thomas shows how to take control of the new product development process by effectively forecasting market opportunities, estimating sales and profits, designing marketing efforts, timing the launch of new products, and tracking products after launch. He shows that managing and forecasting successful new product developments are an interactive process involving all members of the new product team.

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Produktdetails

• Verlag: Polity Press
• Seitenzahl: 368
• Erscheinungstermin: 16. Dezember 1993
• Englisch
• Abmessung: 246mm x 189mm x 20mm
• Gewicht: 711g
• ISBN-13: 9780471572268
• ISBN-10: 0471572268
• Artikelnr.: 21055053

Autorenporträt

ROBERT J. THOMAS, PhD, is a Professor in the School of Business at Georgetown University and a corporate consultant specializing in new product development and strategic marketing management. Formerly Associate Dean of Georgetown's MBA program, Professor Thomas is also the author of New Product Development: Managing and Forecasting for Strategic Success. He received his PhD from the University of Pennsylvania's Wharton School.

Inhaltsangabe

STRUCTURING NEW PRODUCT DEVELOPMENT.
Why New Product Development?.
Mediating Turbulent Business Environments.
Anticipating Market Acceptance of New Products.
Preparing the Organization for New Product Development.
MANAGING NEW PRODUCT DEVELOPMENT.
The Ongoing Process of New Product Development.
Building a New Product Decision Support System.
NEW PRODUCT DEVELOPMENT AND FORECASTING.
Estimating Market Opportunity for New Products.
New Product Sales Forecasting.
New Product Financial Control.
IMPLEMENTING NEW PRODUCT DEVELOPMENT.
Test Marketing New Products.
Market Entry Decisions.
Launching and Tracking New Product Programs.
Notes.
Indexes.