Description
New Products Management, 12th Edition, is the authoritative resource for professionals and students seeking to master the art and science of product innovation. Written by industry experts C. Merle Crawford and C. Anthony Di Benedetto, this extensively updated edition provides practical frameworks and proven methodologies for navigating the complex product development lifecycle.
The text covers essential topics including ideation, concept development, business analysis, testing, and commercialization strategies. Readers will discover how to leverage market research, consumer insights, and cross-functional collaboration to minimize risk and maximize success rates. With real-world case studies and contemporary examples, this edition addresses digital transformation, agile methodologies, and emerging market dynamics that shape modern product management.
Whether you’re launching consumer goods, software, or services, this guide equips you with the knowledge and tools needed to compete in today’s fast-paced market environment.
Reviews
There are no reviews yet.