000 02302 am a2200337 i 4500
001 6615
005 20250325121337.0
008 920331t19931993nyua b 001 0 eng
020 _a0070430462
020 _a9780070430464
020 _a0071127402
020 _a9780071127400
035 _a(OCoLC)25674907
_z(OCoLC)123057543
_z(OCoLC)877563566
040 _aDLC
_beng
_cDLC
_dUKM
_dBAKER
_dNLGGC
_dBTCTA
_dLVB
_dYDXCP
_dOCLCG
_dSINLB
_dZWZ
_dDEBBG
_dBDX
_dGBVCP
_dOCLCO
_dOCLCF
_dNLE
_dOCLCO
_dUtOrBLW
_dBAUN
_erda
041 0 _aeng
049 _aBAUN_MERKEZ
050 0 4 _aHF5415.153
_b.M66 1993
082 0 4 _220
100 1 _aMoore, William L.
_q(William Loyd),
_d1946-
_991673
_eaut
245 1 0 _aProduct planning and management :
_bdesigning and delivering value /
_cWilliam L. Moore, Edgar A. Pessemier
264 1 _aNew York :
_bMcGraw-Hill,
_c[1993]
264 4 _c©1993
300 _axiv, 542 pages :
_billustrations ;
_c24 cm
490 1 _aMcGraw-Hill series in marketing
504 _aIncludes bibliographical references and index
505 0 0 _tContents
_tPreface.
_tIntroduction.
_tIntroductory Issues.
_tOrganization of the Book.
_tSetting the Stage.
_tCh. 1. Product Strategy and Planning.
_tCh. 2. Product and Market Evolution.
_tCh. 3. Successful Product Development.
_tFinding and Creating Value: The Offer.
_tCh. 4. Search for New Product Ideas.
_tCh. 5. Designing the Offer.
_tCh. 6. Pricing The Offer.
_tCh. 7. Illustrative Offer Development.
_tTesting the Offer's Value.
_tCh. 8. Concept and Product Testing.
_tCh. 9. Pretest Market Models and Test Markets.
_tMarketing Delivers Value: Planning a Product Introduction.
_tCh. 10. Multiperiod Marketing Plans and Budgets: New or Modified Products.
_tCh. 11. An Illustrative Marketing Plan For a New Product: A Spreadsheet Model.
_tCh. 12. Direct Formulation of Multiperiod Plans and Budgets: New or Modified Products.
_tMarketing Delivers Value: Planning an Annual Strategy/Budget.
_tCh. 13. One-Period Marketing Plans and Budgets: Established Products.
_tCh. 14. Using the MARMIX Planning and Budgeting Model.
_tCh. 15. Additional Topics in Planning and Budget Analysis.
_tIndex.
650 0 _aNew products
_xManagement.
_9101323
700 1 _aPessemier, Edgar A.,
_d1922-
_993228
_eaut
830 0 _985087
_aMcGraw-Hill series in marketing.
942 _2lcc
_cKT
999 _c5400
_d5400