Product Planning Essentials / Edition 1

by Kenneth B. Kahn

Overview

Concise yet comprehensive, Product Planning Essentials addresses the complex, interdisciplinary nature of product development and product management. It covers strategic issues that emerge during the product life cycle, including identifying opportunities, idea generation and evaluation, technical development, commercialization, and eventual product dismissal. Special topics include public policy, international issues, and intellectual property. An interesting summary of product development best practices from several companies appears at the end of the book. Instructors, students and practitioners will appreciate the balanced managerial and how-to orientation.

Product Details

ISBN-13:	9780761919995
Publisher:	SAGE Publications
Publication date:	09/27/2000
Edition description:	First Edition
Pages:	264
Product dimensions:	6.00(w) x 9.00(h) x 0.60(d)

About the Author

Kenneth B. Kahn is a professor of marketing and director of the da Vinci Center for Innovation in Product Design and Development at Virginia Commonwealth University, as well as a nationally recognized scholar and consultant in the field of product development. Kahn was previously at Purdue University as a professor and director of Purdue’s Burton D. Morgan Center for Entrepreneurship. He is the author of Product Planning Essentials and New Product Forecasting: An Applied Approach, and the editor of the PDMA Handbook of New Product Development. He has consulted with and facilitated benchmarking sessions with numerous companies, including Acco Brands, Coca-Cola, ConAgra, Honeywell, John Deere, Lego, Procter & Gamble, and Unilever.

Table of Contents

Introduction
Strategy and Process
Organizing People
Opportunity Identification
Concept Generation
Concept Evaluation
Technical Development
Market Planning
Commercialization and Launch
Life Cycle Management
Special Topics in Product Planning
International Issues, Public Policy and Intellectual Property
Product Development Best Practices

Editorial Reviews

"Kenneth Kahn’s book is a comprehensive treatment of the field of new product planning. He has covered virtually all of the tools and techniques essential to new product success and has provided references for those people who want to dig deeper into any of the topics. This book is a ‘must have’ for anyone engaged in the profession of product planning and development."

Richard C. Notargiocomo

Offers a concise review of new product development, addressing strategic issues that emerge during the product life. Provides managerial insights on the entire process of new product development, from idea generation to technical development and commercialization, and gives a set of useful analytical tools. Discusses issues that arise during the product development process, such as defining customer needs, conducting market analysis, market testing, and brand management. Author information is not given. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Booknews