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Valuepack:Innovation Management and new product Development with brand management: A Theoretical and Practical Approach. - Softcover
Synopsis
Innovation Management and New Product Development, 3/e
The main aim of this book, however, is to bring together the areas of innovation management and new product development and to keep a strong emphasis on innovation as a management process.
Written in an accessible style, this third 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.
Brand Management: A Theoretical and Practical Approach, 1/e
Brand Management: A theoretical and practical approach gives insight into this phenomenon, moving from the history of the brand to how to develop, manage and protect brands. The book takes a decision-making approach to the subject, structured around the decisions a brand or product manager would face when considering their own brand strategy, covering topics such as design, judicial protection, adverse publicity and financial-brand valuation.
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From the Back Cover
"Trott adopts a refreshing multi-functional perspective to innovation management and new product development. The structure and content of the third edition is carefully crafted to present NPD as a real management process, with associated challenges and dilemmas clearly highlighted. My MBA and final year undergraduate students find the book accessible and very readable. It provides a valuable support to their learning."
Dr. Helen Perks, Chair, Product Development and Management Association (PDMA) UK and Ireland, Manchester Business School, University of Manchester
Want to outperform your competitor? How can firms best transform exciting technology into successful products? How can firms capture knowledge and creativity and create a successful end-product? Paul Trott’s Innovation Management and New Product Development, 3e answers these questions and explains how innovation and product development is a management process, not just a functional activity.
QUOTE FORTHCOMING
Highly accessible and readable, Innovation Management and New Product Development, 3e synthesises the areas of innovation management and new product development for business students. Filled with up-to-date examples to drive home arguments and comprehensive diagrams to illustrate more complex concepts, this lively text shows how the development of new products requires the expertise of a cross-section of areas including finance, manufacturing, human resources, marketing and business strategy.
QUOTE FORTHCOMING
Paul Trott is a Principal Lecturer at the Business School, University of Portsmouth and holds a PhD from Cranfield University. He has written numerous reports and publications in the area of innovation management.
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