New Product Management (Paperback)

~ (Author), C.Anthony Di Benedetto (Author)

Editorial Reviews

Product Description

Written with a managerial focus, "New Product Management" by Crawford and Di Beneditto is useful to the practicing new products manager. Along with the management 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".

Product Details

• Paperback: 552 pages
• Publisher: McGraw Hill Higher Education; 9th edition (January 1, 2008)
• Language: English
• ISBN-10: 0071263365
• ISBN-13: 978-0071263368
• Product Dimensions: 9.1 x 7.3 x 0.8 inches
• Shipping Weight: 1.8 pounds (View shipping rates and policies)
• Average Customer Review: 3.5 out of 5 stars  See all reviews (8 customer reviews)
• Amazon.com Sales Rank: #224,729 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

31 of 32 people found the following review helpful:

4.0 out of 5 stars A Good Overview of The New Products Process, January 29, 2001

By	Jill Clardy "So many books, so little time...." (Redwood City, CA USA) - See all my reviews (REAL NAME)

This review is from: New Products Management (Irwin Series in Marketing) (Hardcover)

The book is organized into five parts:

Part I - Overview and Opportunity Identification/Selection; includes an introductory section and The New Products Process, and Opportunity Identification and Selection.

Part II - Concept Generation; includes sections on Preparation and Alternatives, Problem-Based Ideation, Analytical Attribute Approaches.

Part III - Concept/Project Evaluation; includes sections on The Concept Evaluation System, Concept Testing, Full Screen, Sales Forecasting and Financial Analysis and Product Protocol.

Part IV - Development; includes sections on Design, Development Team Management, Special Issues in Development and Product Use Testing.

Part V - Launch; includes sections on Strategic Launch Planning, Implementation of the Strategic Plan, Market Testing, Launch Management and Public Policy Issues.

The book is a thorough overview of the product planning process, and a very useful validation for someone who had already been involved in product planning. The book could have been enriched considerably by the use of more case studies and examples. The Applications section at the end of each chapter was meant to be a method of reflecting upon and putting into practice some of the ideas learned in the chapter; but the questions were oddly written and there was no "answer key" or discussion of those questions, so I didn't find that section useful at all.

17 of 20 people found the following review helpful:

4.0 out of 5 stars A Reference Text to Keep By Your Side, October 7, 1998

By	[e-mail] - See all my reviews

This review is from: New Products Management (Irwin Series in Marketing) (Hardcover)

Having taken the U of Mich course centered around the material in this text, I can tell you that you'll find at least a third of the material directly applicable to NPD processes at work. A great primer for anyone new to NPD.

3 of 3 people found the following review helpful:

5.0 out of 5 stars Good reference book, January 4, 2007

By	Daniel Seles (Lyon, France) - See all my reviews (REAL NAME)

This review is from: New Products Management (Mcgraw Hill/Irwin Series in Marketing) (Hardcover)

It's a detailed introduction for any product/brand manager. It precisely describes the processes, activities and tasks through which a new offering should be taken.

It is weak to overview the financial tools for quantitative decision making process, but on contrary it nicely insists on developing new product culture in the organization.

Without the clarification on value creation of the new offering, inexperienced product manager could be launching for the sake of activity, instead of capturing the incremental value added.

I liked the part on the launch. It is comprehensive and easy to make a checklist from.

Overall, I would caracterize the book a good buy for the novice to the field.