New Products Management | 12th Edition

Author: C. Merle Crawford

Brand: McGraw-Hill Education

Binding: paperback

Number Of Pages: 512

Release Date: 01-01-2026

Details: 📘 About the Book / Overview

This textbook presents a streamlined, marketing-focused approach to teaching new product management. With a concise structure of 18 chapters, this edition concentrates on the most critical topics for aspiring product managers, offering updated insights and industry best practices.
The text features a robust collection of new and refreshed case studies highlighting innovative companies and products such as Oculus Rift, Adidas Parley sustainable running shoes, Google Glass, Tesla, and more. Covering both high-tech and consumer products, these real-world cases enhance learning and encourage active engagement.
Whether you are a long-time user of previous editions or new to the text, New Product Management, 12e is designed to equip readers with the tools and knowledge required to succeed in the dynamic and competitive field of product management.

✨ Salient Features
🧭 Managerial approach covering all stages from idea generation to product launch, with emphasis on strategy, evaluation, development, and execution 💡 Modern innovation techniques including TRIZ methodology, crowdsourcing, crowdfunding, and open innovation 📊 Coverage of analytical models such as perceptual mapping and conjoint analysis to integrate stages of the new product process 📚 Expanded and updated case studies featuring companies like Oculus Rift, Adidas Parley, Google Glass, Tesla, Chipotle, Chick-fil-A, and Starbucks

🆕 New to This Edition
📘 Major updates and additions to case studies for more current and diverse real-world examples 🔄 Substantially updated examples throughout the text 🚀 New or expanded coverage of key topics such as portfolio management, value curve creation, TRIZ, crowdsourcing, crowdfunding, observational research, open innovation, organizational structure, 3D modelling, beta testing, sustainable product development, and frugal innovation

🌐 Web Supplements

Instructor Resources:
Supplementary teaching materials are available through McGraw-Hill Connect including: 📊 PowerPoint presentations 📘 Instructor manual 📝 Test bank 🧩 Exercises

📑 Table of Contents


PART ONE: Opportunity Identification and Selection
1. The Strategic Elements of Product Development 2. The New Products Process 3. Opportunity Identification and Selection: Strategic Planning for New Products

PART TWO: Concept Generation
4. The Product Concept and Ready-Made New Product Ideas 5. New Product Ideas: The Problem Find–Solve Approach 6. New Product Ideas: Analytical Attribute Approaches

PART THREE: Concept / Project Evaluation
7. Concept Evaluation and Testing 8. The Full Screen 9. Sales Forecasting and Financial Analysis 10. Product Protocol

PART FOUR: Development
11. Design 12. Development Team Management 13. Product Use Testing

PART FIVE: Launch
14. Strategic Launch Planning 15. Implementation of the Strategic Plan 16. Market Testing 17. Launch Management 18. Public Policy Issues

Appendixes
A. Sources of Ideas Already Generated B. Other Techniques of Concept Generation

EAN: 9789364448888

Package Dimensions: 9.4 x 7.3 x 1.1 inches

Languages: English