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