Crawford's New Product Management 12e provides the management approach to teaching new products, with the perspective of marketing.

Adopters of previous editions will notice that the format is slimmed down to 18 chapters. This streamlined presentation focuses on the topics that will be of most importance and

interest to new product managers. Significant updates can be found throughout, and great pains have been taken to present the "best practices" of industry and relevancy to readers.

Past adopters of New Products Management will notice major changes in this edition.

While there are some changes in virtually every chapter, some of the most substantial

changes are as follows:

1.We have made major additions and updates to the cases to provide more plentiful

and more current examples. We retired several cases from the previous edition,

wrote many new cases, and thoroughly updated many others. 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. As always, we aim to offer a mix of high tech

products and consumer products and services in the set of cases.

2.In addition, we have substantially updated examples throughout the text wherever

possible.We try to make use of illustrative examples that will resonate with

today's students wherever possible. Of course, we welcome the reader's comments

and suggestions for improvement.

3.There continues to be much new research in new products, and we have tried to

stay current on all of these topics. Readers will notice new or expanded coverage

of portfolio management, value curve creation, the TRIZ method, crowd-sourcing,

crowdfunding,observational research, open innovation, organizational structure,

3D modeling, beta testing, sustainable product development, and frugal

innovation,among other topics.

4.We continue the practice of referencing Web sites of interest throughout the

text,and we have added the web addresses for several useful YouTube videos

and other resources.

About the Author
Anthony Di Benedetto is Professor of Marketing and Supply Chain Management and Senior Washburn Research Fellow at Temple University, Philadelphia. He held the Fulbright-Hall Chair in Entrepreneurship, Wirtschaftsuniversiti?t Wien, Vienna, Austria, during 20102011. He has lectured worldwide on product development and marketing management. He was named one of the 50 leading research scholars world-wide in Innovation and Technology Management by the International Association of Management of Technology. Professor Di Benedetto served as editor-in-chief of the Journal of Product Innovation Management for nine years and is currently co-editor-in-chief of Industrial Marketing Management.


Book Information
ISBN 9781260575088
Author C. Merle Crawford
Format Paperback
Page Count 514
Imprint McGraw-Hill Education
Publisher McGraw-Hill Education
Weight(grams) 649g
Dimensions(mm) 231mm * 185mm * 20mm