New Product Development: A Reader

by Susan Hart

This collection of classic readings is designed for courses on New Product Development. The articles are gathered from the journal literature (academic and practitioner) in marketing, product design and general management. New Product Development takes students through the NPD process from the decision to innovate to the launch of new products. It covers the development of new services as well as manufactured products. The emphasis throughout is on Marketing's role in NPD and their interface with the external business environment and other parts of company culture.

508 pages, Paperback

First published October 1, 1996