Product Planning Essentials

This text for undergraduates, graduate students, and practitioners uses an interdisciplinary approach to cover product development and product management topics, and illustrates various tools and techniques for managing product planning efforts. Coverage progresses from concept generation and organizing people through market planning, commercialization, and launch. Chapter discussion questions are included. This second edition offers two new chapters on design and legal and public policy considerations, along with expanded discussion of global considerations and sustainable product development. Also new are simplified technical discussions of planning techniques, and best practices from recent cases. Kahn teaches marketing and directs the da Vinci Center for Innovation in Product Design and Development at Virginia Commonwealth University. Annotation c2011 Book News, Inc., Portland, OR (booknews.com)

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 ofProduct 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.