Product planning and management : designing and delivering value / William L. Moore, Edgar A. Pessemier

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.