New Products Management
12th Edition
936444888X
·
9789364448888
© 2026 | Published: October 30, 2025
About the Book:This textbook delivers a streamlined, marketing-focused approach to teaching new product management. With a slimmed-down format of 18 chapters, this new edition zeroes in on the most critical topics for aspiring product managers, offer…
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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
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
About the Book:
This textbook delivers a streamlined, marketing-focused approach to teaching new product management. With a slimmed-down format of 18 chapters, this new edition zeroes in on the most critical topics for aspiring product managers, offering updated insights and industry best practices. This updated text introduces significant updates, including a robust collection of new and refreshed case studies featuring 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 cases provide real-world examples to enrich learning and spark engagement.
Whether you are a seasoned adopter of previous editions or new to the text, New Product Management, 12e is designed to equip readers with the tools and knowledge to succeed in the dynamic field of product management.
Key Feaures:
1. Managerial Approach – Covers all stages from idea generation to launch, emphasizing strategy, concept evaluation, development, and market execution to enable learners to lead a multi-functional team.
2. Modern Innovation Techniques – Includes TRIZ methodology, crowdsourcing, crowdfunding, and open innovation for idea generation and problem-solving.
3. Coverage of Analytical Models: Uses various analytical models, such as Perceptual Mapping, Conjoint Analysis, etc., to integrate the stages of the new product process
4. Expanded and New Case Studies – New cases for this edition include Oculus Rift, Adidas Parley sustainable running shoes, Google Glass, Indiegogo, Tesla, Chipotle, Chick-fil-A, Corporate Social Responsibility at Starbucks, and many others.
This textbook delivers a streamlined, marketing-focused approach to teaching new product management. With a slimmed-down format of 18 chapters, this new edition zeroes in on the most critical topics for aspiring product managers, offering updated insights and industry best practices. This updated text introduces significant updates, including a robust collection of new and refreshed case studies featuring 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 cases provide real-world examples to enrich learning and spark engagement.
Whether you are a seasoned adopter of previous editions or new to the text, New Product Management, 12e is designed to equip readers with the tools and knowledge to succeed in the dynamic field of product management.
Key Feaures:
1. Managerial Approach – Covers all stages from idea generation to launch, emphasizing strategy, concept evaluation, development, and market execution to enable learners to lead a multi-functional team.
2. Modern Innovation Techniques – Includes TRIZ methodology, crowdsourcing, crowdfunding, and open innovation for idea generation and problem-solving.
3. Coverage of Analytical Models: Uses various analytical models, such as Perceptual Mapping, Conjoint Analysis, etc., to integrate the stages of the new product process
4. Expanded and New Case Studies – New cases for this edition include Oculus Rift, Adidas Parley sustainable running shoes, Google Glass, Indiegogo, Tesla, Chipotle, Chick-fil-A, Corporate Social Responsibility at Starbucks, and many others.