PART ONE Overview and Opportunity Identification/Selection 1. The Strategic Elements of Product Development2. The New Products Process 3. Opportunity Identification and Selection: Strategic Planning for New ProductsPART TWO Concept Generation 4. Creativity and the Product Concept5. Finding and Solving Customers' Problems 6. Analytical Attribute Approaches: Introduction and Perceptual Mapping7. Analytical Attribute Approaches: Trade-off Analysis and Qualitative Techniques PART THREE Concept/Project Evaluation 8. The Concept Evaluation System 9. Concept Testing 10. The Full Screen 11. Sales Forecasting and Financial Analysis 12. Product Protocol PART FOUR Development 13. Design14. Development Team Management 15. Product Use Testing PART FIVE Launch16. Strategic Launch Planning17. Implementation of the Strategic Plan 18. Market Testing 19. Launch Management 20. Public Policy IssuesAPPENDIXESA Sources of Ideas Already Generated B Other Techniques of Concept Generation C Small's Ideation Stimulator Checklist D The Marketing Plan E Guidelines for Evaluating a New Products Program

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