A note on book covers: while we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.
Written with a managerial focus, this textbook is useful to the student and practitioner. Along with the management approach, the perspective of marketing is presented throughout which enables the text to have a balanced view.
A note on book covers: while we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.
Balancing marketing insight with managerial product strategies.
Who is this book for?
If you're looking into understanding how new products are managed from both a marketing and management perspective, this book offers a comprehensive view. It's perfect for students sharpening their strategic mind or practitioners looking for practical insights. The integrated approach helps you see the full picture of launching and managing new products effectively.
