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Moore, William L. 1946-

Product planning and management : designing and delivering value / William L. Moore, Edgar A. Pessemier - xiv, 542 pages : illustrations ; 24 cm - McGraw-Hill series in marketing . - McGraw-Hill series in marketing. .

Includes bibliographical references and index

Contents Preface. Introduction. Introductory Issues. Organization of the Book. Setting the Stage. Ch. 1. Product Strategy and Planning. Ch. 2. Product and Market Evolution. Ch. 3. Successful Product Development. Finding and Creating Value: The Offer. Ch. 4. Search for New Product Ideas. Ch. 5. Designing the Offer. Ch. 6. Pricing The Offer. Ch. 7. Illustrative Offer Development. Testing the Offer's Value. Ch. 8. Concept and Product Testing. Ch. 9. Pretest Market Models and Test Markets. Marketing Delivers Value: Planning a Product Introduction. Ch. 10. Multiperiod Marketing Plans and Budgets: New or Modified Products. Ch. 11. An Illustrative Marketing Plan For a New Product: A Spreadsheet Model. Ch. 12. Direct Formulation of Multiperiod Plans and Budgets: New or Modified Products. Marketing Delivers Value: Planning an Annual Strategy/Budget. Ch. 13. One-Period Marketing Plans and Budgets: Established Products. Ch. 14. Using the MARMIX Planning and Budgeting Model. Ch. 15. Additional Topics in Planning and Budget Analysis. Index.

ISBN: 0070430462 9780070430464 0071127402 9780071127400

Subjects--Topical Terms:
New products--Management.

LC Class. No.: HF5415.153 / .M66 1993

Dewey Class. No.: