TY  - BOOK
AU  - Moore,William L.
AU  - Pessemier,Edgar A.
TI  - Product planning and management: designing and delivering value 
T2  - McGraw-Hill series in marketing
SN  - 0070430462
AV  - HF5415.153 .M66 1993
PY  - 1993///]
CY  - New York
PB  - McGraw-Hill
KW  - New products
KW  - Management
N1  - 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
ER  -