New Products Management

Description

About the Book:

This textbook delivers a streamlined, marketing-focused approach to teaching new product management. With a slimmed-down format of 18 chapters, this new edition zeroes in on the most critical topics for aspiring product managers, offering updated insights and industry best practices. This updated text introduces significant updates, including a robust collection of new and refreshed case studies featuring innovative companies and products such as Oculus Rift, Adidas Parley sustainable running shoes, Google Glass, Tesla, and more. Covering both high-tech and consumer products, these cases provide real-world examples to enrich learning and spark engagement.
Whether you are a seasoned adopter of previous editions or new to the text, New Product Management, 12e is designed to equip readers with the tools and knowledge to succeed in the dynamic field of product management.

Key Feaures:

1. Managerial Approach – Covers all stages from idea generation to launch, emphasizing strategy, concept evaluation, development, and market execution to enable learners to lead a multi-functional team.
2. Modern Innovation Techniques – Includes TRIZ methodology, crowdsourcing, crowdfunding, and open innovation for idea generation and problem-solving.
3. Coverage of Analytical Models: Uses various analytical models, such as Perceptual Mapping, Conjoint Analysis, etc., to integrate the stages of the new product process
4. Expanded and New Case Studies – New cases for this edition include Oculus Rift, Adidas Parley sustainable running shoes, Google Glass, Indiegogo, Tesla, Chipotle, Chick-fil-A, Corporate Social Responsibility at Starbucks, and many others.