New Products Management

by C. Merle Crawford, C. Anthony Di Benedetto, Merle C. Crawford

Book Overview

Written with a managerial focus, New Products Management by Crawford and Di Benedetto is useful to the practicing new products manager. Along with the management approach, the perspective of marketing... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0073404802
• ISBN13: 9780073404806
• Release Date: December 2010
• Publisher: McGraw-Hill Education
• Length: 592 Pages
• Weight: 2.30 lbs.
• Dimensions: 1.1" x 7.2" x 9.4"

Customer Reviews

Awesome!

The book came exactly as expected with not one mark on it. I highly recommend this seller!

The Best NPD Book I have read to date

I consider this book the "bible" for New Product Developers (NPD). Much better organized and complete than the PDMA-Handbook or Winning At New Products by Dr. Cooper. Whether your background is in marketing or engineering or industrial design. The authors communicate a proven framework upon which new products have the best chance for success. Every business leader should read this book, to remain competitive in changing times. Innovation is at the heart of suceess, and this book helps to pave the way. It is also a key resource for passing the PDMA-NPDP exam.

Well Written, Solid Book

Great book for providing a baseline for developing new products. New product examples are relevant and timely - so you'll actually know the products being discussed! One of the better text books, can actually read through it.

Good reference book

It's a detailed introduction for any product/brand manager. It precisely describes the processes, activities and tasks through which a new offering should be taken. It is weak to overview the financial tools for quantitative decision making process, but on contrary it nicely insists on developing new product culture in the organization. Without the clarification on value creation of the new offering, inexperienced product manager could be launching for the sake of activity, instead of capturing the incremental value added. I liked the part on the launch. It is comprehensive and easy to make a checklist from. Overall, I would caracterize the book a good buy for the novice to the field.

A Good Overview of The New Products Process

The book is organized into five parts:Part I - Overview and Opportunity Identification/Selection; includes an introductory section and The New Products Process, and Opportunity Identification and Selection.Part II - Concept Generation; includes sections on Preparation and Alternatives, Problem-Based Ideation, Analytical Attribute Approaches.Part III - Concept/Project Evaluation; includes sections on The Concept Evaluation System, Concept Testing, Full Screen, Sales Forecasting and Financial Analysis and Product Protocol.Part IV - Development; includes sections on Design, Development Team Management, Special Issues in Development and Product Use Testing.Part V - Launch; includes sections on Strategic Launch Planning, Implementation of the Strategic Plan, Market Testing, Launch Management and Public Policy Issues.The book is a thorough overview of the product planning process, and a very useful validation for someone who had already been involved in product planning. The book could have been enriched considerably by the use of more case studies and examples. The Applications section at the end of each chapter was meant to be a method of reflecting upon and putting into practice some of the ideas learned in the chapter; but the questions were oddly written and there was no "answer key" or discussion of those questions, so I didn't find that section useful at all.