Product Planning Essentials
- Kenneth B. Kahn - Georgia Institute of Technology, USA
Marketing (General) | Marketing Strategy & Theory
"Kenneth Kahn’s book is a comprehensive treatment of the field of new product planning. He has covered virtually all of the tools and techniques essential to new product success and has provided references for those people who want to dig deeper into any of the topics. This book is a ‘must have’ for anyone engaged in the profession of product planning and development."
The preface of this text, written by the author, Kahn, reflects the range of points I had in mind when seeking a product planning text. This encouraged me to delve into the contents in more detail. Part of the scheme of work for the MSc Marketing Planning incorporates planning in relation to new product development. Marketing texts do not have sufficient detail or scope but this text even has a chapter on market planning and product launch. In addition to these two chapters I will use chapters 4 -6 covering opportunity identificaton, concept generation and evaluation when this module runs again in 2011 and encourage students to purchase a copy for their own use both on the course and in their future careers.
Many thanks for your inspection copy service, it is much appreciated.