3 Review(s)

Written with a managerial focus, New Product Management by Crawford and Di Beneditto is useful to the practicing new products manager. Along with the manage-ment approach, the perspective of marketing is presented throughout which enables the text to have a balanced view. The authors aim to make the book increasingly relevant to its users as this revision is considered to be a new product. Many new examples, cases, and research along with the most current topics highlight the new edition of New Product Management. Salient Features Management Approach/Marketing Perspective Process Orientation providing students with an up-to-date framework for developing new products. Cross-Functional Approach Strong Coverage of Team Management Issues Non-Marketing Views Considered