3 Review(s)

New Products Management, now in its eleventh edition, is a comprehensive textbook on new product development and management. The book takes the management approach with the perspective of marketing. The text is interspersed with real-life examples and take-aways for practicing managers apart from providing a great many “best practices” of various industries. Also, the various stages of the new products process have been discussed in detail.Salient Features:• Analytical Models: Uses various analytical models such as Perceptual Mapping, Conjoint Analysis etc. to integrate the stages of the new products process• Managerial Approach: Integrates the various approaches to new products development – strategic, organizational, concept generation, technical development etc. to enable learners to lead a multi-functional team• New Cases: 10 New Cases in this edition including corporate strategy at LEGO, open innovation at Pillsbury, positioning and competition in the smartphone industry etc.• Updated Cases: Six substantially updated cases including Rubbermaid, WiLife, Gillette etc.• Latest Research: Latest research in the area of new products management on topics such as CPAS, open innovation, design-driven innovation, crowdsourcing etc. have been added