This text demonstrates that for companies to compete effectively in world markets they need to use a programme management technique to plan for new products. This technique involves implementing product programmes in a multi-functional and simultaneous way. A variety of issues in the product planning process are examined, ranging from its strategic importance, different organizational models, how it works in different industries, through to the relationship between product planning and other functions in the company. The text illustrates both Japanese and Western approaches, shows how product planning works in different industries, includes topical cases and anecdotes throughout. It is suitable for product development directors, design, technical and marketing directors in all industrial firms.
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