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New Products Management (Hardcover)

by C. Merle Crawford (Author), C. Anthony Di Benedetto (Author)

3.3 out of 5 stars See all reviews (7 customer reviews)

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Editorial Reviews

Product Description
NEW PRODUCTS MANAGEMENT provides a management approach, with the perspective of marketing. In every organization there is a person or group of persons who are charged with getting new goods and services onto the market. Frequently those people are new product managers, or project managers, or team leaders. They lead a multifunctional group of people, with the perspective of a general manager. NEW PRODUCTS MANAGEMENT, Sixth Edition recognizes the value of the cross-functional team. That team will include representatives from all areas of business. A team leader (or future team leaders) will benefit from this text and its approach. The theories introduced in this text are reinforced through applications in the business world.

Product Details

Hardcover: 560 pages
Publisher: McGraw-Hill Companies; 6th edition (August 16, 1999)
Language: English
ISBN-10: 0070275521
ISBN-13: 978-0070275522
Product Dimensions: 9.5 x 7.6 x 1 inches
Shipping Weight: 2 pounds (View shipping rates and policies)

Average Customer Review: 3.3 out of 5 stars See all reviews (7 customer reviews)

Amazon.com Sales Rank: #1,564,906 in Books (See Bestsellers in Books)

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Citations (learn more)

58 books cite this book:

Produktionsplanung im Fuzzy Front End by Antonie Jetter on 14 pages
The PDMA ToolBook 1 for New Product Development by Paul Belliveau on 5 pages
Managing New Technology Development by William E. Souder on 4 pages
Brand Positioning: Strategies for Competitive Advantage by Subroto Sengupta on page 132, Back Matter (1), and Back Matter (2)
New Product Development: A Practical Workbook for Improving Performance on page 18, page 28, and page 69

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Customer Reviews

7 Reviews

5 star:		(1)
4 star:		(3)
3 star:		(1)
2 star:		(1)
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Average Customer Review

3.3 out of 5 stars (7 customer reviews)

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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.

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16 of 19 people found the following review helpful:

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

By	affromva@yahoo.com - 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.

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4 of 4 people found the following review helpful:

3.0 out of 5 stars New Products Management, August 14, 2006

By	Halifax Creative User Group "HCUG" (Halifax NS) - See all my reviews

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

Let's face it, texts are not becoming any cheaper. While not escalating like tuitions, they are more than they used to be 20 years ago, inflation included. For that increased amount, the text better be damn good and chuck full of material to get the new student on the right path, and the professor on course with the latest material.

So does this book fit the bill? Yes and no. A lot of this is rehashed material from what I can see pertaining to methodology, but there is a strikingly large amount of mention to recent products. This may be because the book was originally written in 1983, with seven updates including the '06 version.

I am not an educator so will leave this one to the professionals to decide if the newer text warrants the wrath of the students for a new edition or not.

For educators and students and product managers who used to be engineers (there are more than you think out there).

Note: why do textbooks look like text books? The design is very 80's.

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Most Recent Customer Reviews

1.0 out of 5 stars There has to be something better
I am a new student to New Product Development and I am sure that the information in this book is helpful. Read more

Published 7 months ago by Marcello

4.0 out of 5 stars Well Written, Solid Book
Great book for providing a baseline for developing new products. New product examples are relevant and timely - so you'll actually know the products being discussed! Read more

Published 14 months ago by D. Barcus

5.0 out of 5 stars Good reference book
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... Read more

Published on January 4, 2007 by Daniel Seles

2.0 out of 5 stars Quite useless
Many points/ideas are common sense.
Many points/ideas are repeated in multiple chapters.
It just uses too many words on simple topics. Read more

Published on April 23, 2005 by H. Hsieh

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