New Products Management

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.