New Products Management, C. Merle Crawford, emne:

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New Products Management, C. Merle Crawford, emne: organisation og ledelse

The Irwin Series in Marketing
4th Edition
ISBN-10: 0-256-12152-4
Published: 1993
Hardcover, 528 Pages

Synopsis:
Written with a managerial focus, New Products Management 4-e by Crawford 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 author 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 this edition of New Products Management.

In every organization there is a group or person who deals with the task of getting new goods and services on to the "market". This book looks at the total task - strategy, concept, generation and evaluation.