New Product Management - (7th Edition)

Author: Crawford
Publisher:
Publish Date: 2006-02-01
Features: New Product Management provides a comprehensive and practical set of methods and tools for new product managers and team leaders to learn and implement new product development. It elaborates on how managers in the real world effectively oversee strategic development, manage teams, and evaluate concepts; as well as how to manage the technical and financial aspects of new products. Features of this edition:
● Completely new and updated examples and applied case studies, showcasing different approaches to product development across various companies.
● Expanded content on new product strategic planning.
● Fully updated chapters on sales forecasting, new product organization, global issues, and the implementation of strategy and tactics.
● Many important product-related websites are provided to help readers better grasp and understand the content of this book.
Since its first publication in 1983, this book has been revised six times and has been highly praised by students, business managers, and consulting professionals in the international management field. It is recognized as a classic textbook for product development and marketing integration worldwide, as well as an authoritative work on the role of marketing in new product development, holding a high academic status. The two authors have been dedicated to the research of new product development management, publishing numerous monographs and academic papers, and enjoying great reputation both in academia and the business world.
This book focuses on the business process of new product development, applying marketing theories and methods to activities such as idea generation, concept screening, product development, and market introduction. It provides systematic integration ideas and effective methods to address common practical questions, such as which business activities need to be integrated for new product development and which methods and tools can support such integration. It is believed that the processes, concepts, and strategies discussed in this book will help Chinese enterprises expand their product areas in the future global market.
The book is divided into five parts and 22 chapters, including opportunity identification and selection, concept generation, concept or project evaluation, product development, and market introduction. From a marketing perspective, each chapter provides readers with practical cases and topics for reference. Many North American and European companies have improved and enhanced their new product success rates by adopting the processes and organizational structures described in this book.
This book is primarily intended as a training manual for senior and middle-level managers and product managers in enterprises; a required reading for marketing students and faculty in business schools across the country; and a highly practical handbook and reference book for all new product managers and professionals engaged in product development and management.