This fourth edition brings a change in structure to clearly set out three key areas for the student: Innovation management, managing technology and knowledge and new product development.
An integrated approach to product management, incorporating managerial and analytical approaches. Describes each step in the product management process from a managerial point of view and presents …
Consolidating state of the art research in marketing that relates to product development, the authors provide a review of the cutting edge of the field. Covers a wide range of issues including the …