New Products Management by Merle Crawford and Anthony Di Benedetto (2010, Hardcover)

Synopsis
Organized into five parts, New Products Management is a Book by Benedetto that follows a managerial approach, which is helpful to practicing new product managers. Through the perspective of marketing, this management book gives balanced information on this subject. The content relating to branding in this book by Benedetto includes examples of P&G and Clorox, and also lets you know why they do or do not use umbrella branding strategies. The new cases included in New Products Management are Honda Element, Aqua Fresh White Trays, Hulu, and Clorox Green Works. One of the chapters in this management book includes updated and revised information on product success and failure, from the new CPAS study.

Key Details
Author:	Merle Crawford, Anthony Di Benedetto
Language:	English
Publisher:	Irwin Professional Pub
Format:	Hardcover
ISBN-10:	0073404802
ISBN-13:	9780073404806

Additional Details
Edition Number:	10

Size
Length:	576 pages
Thickness:	0.8 in
Weight:	16 oz

Publisher's Note
Written with a managerial focus, New Products Management by Crawford and Di Benedetto 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 Products Management.