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.