ABSTRACT
This chapter discusses new product development for the integrating business management processes. The responsibilities of the brand manager are to identify opportunities for new product development, to gather market information, to test market the product, and to evaluate the product in the market. The responsibilities of the marketing manager are to approve the concept for the new product, to plan product development activities and approve market authorisation, to monitor the progress of the product development programme, to provide the necessary resources for the product, and to communicate with the Production Department about the progress of the project. The chapter also defines the design requirements, market information, and test methods and results.
