| Summary, etc |
Crawford's New Product Management 12e provides the management approach to teaching new products, with the perspective of marketing.<br/><br/>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<br/><br/>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.<br/><br/>Past adopters of New Products Management will notice major changes in this edition.<br/><br/><br/><br/>While there are some changes in virtually every chapter, some of the most substantial<br/><br/>changes are as follows:<br/><br/>1.We have made major additions and updates to the cases to provide more plentiful<br/><br/>and more current examples. We retired several cases from the previous edition,<br/><br/>wrote many new cases, and thoroughly updated many others. New cases<br/><br/>for this edition include: Oculus Rift, Adidas Parley sustainable running shoes,<br/><br/>Google Glass, Indiegogo, Tesla, Chipotle, Chick-fil-A, Corporate Social Responsibility<br/><br/>at Starbucks, and many others. As always, we aim to offer a mix of high tech<br/><br/>products and consumer products and services in the set of cases.<br/><br/><br/> <br/><br/>2.In addition, we have substantially updated examples throughout the text wherever<br/><br/>possible.We try to make use of illustrative examples that will resonate with<br/><br/>today’s students wherever possible. Of course, we welcome the reader’s comments<br/><br/>and suggestions for improvement.<br/><br/><br/> <br/><br/>3.There continues to be much new research in new products, and we have tried to<br/><br/>stay current on all of these topics. Readers will notice new or expanded coverage<br/><br/>of portfolio management, value curve creation, the TRIZ method, crowd-sourcing,<br/><br/>crowdfunding,observational research, open innovation, organizational structure,<br/><br/>3D modeling, beta testing, sustainable product development, and frugal<br/><br/>innovation,among other topics.<br/><br/><br/><br/>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.<br/><br/>Source: https://www.mheducation.com/highered/product/new-products-management-crawford-di-benedetto/M9781259911828.html |
