Crawford, Merle

New products management Merle Crawford, Anthony Di Benedetto - 11th ed. - New York, NY : McGraw-Hill Education, c2015. - xx, 588 p. : ill. ; 24 cm.

Machine generated contents note: ch. 1 The Strategic Elements of Product Development --
Setting --
The Importance of New Products --
Globalization and New Product Development --
How Product Development Is Different --
What Is a New Product, and What Leads to Success? --
Does This Field of Activity Have a Unique Vocabulary? --
Does the Field of New Products Offer Careers? --
The Strategic Elements of Product Development --
The Basic New Products Process --
The Other Strategic Elements --
Product Development in Action --


Written with a managerial focus, this text is useful to the practicing new products manager. Along with the management approach, the perspective of marketing is presented throughout which enables the text to have a balanced view. The authors aim to make the book increasingly relevant to its users as this revision is considered to be a new product. Many new examples, cases, and research along with the most current topics highlight the new edition of this book.



9781259254345


New products --Management

658.575 CR NE

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