Creating and Marketing New Products and Services

This textbook is for those who will become brand managers, product development team members, and marketing scientists. Coverage includes creating and marketing innovative products and services and the importance of market research with contemporary examples. Perceptual maps, market testing, global new product development, and sustainability in innovation are some areas addressed. Learning features include chapter objectives and summaries, review questions, and written assignment questions, along with b&w photos, screenshots, illustrations, and process diagrams. Annotation c2014 Ringgold, Inc., Portland, OR (protoview.com)

Rosanna Garcia, PhD, is a professor of marketing and innovation at North Carolina State University. She received her PhD from Michigan State University with a major in Marketing and a minor in Complex Systems. Her undergraduate degree in chemical engineering and an MBA with a marketing focus provided her with a background that she utilized in technology-driven companies to develop and market new products and services. After more than ten years in industry, she moved to academia to research topics, such as the diffusion of resistant innovations, the role of environmental sustainability in the innovation process, and the changing role of technology in the marketplace. Dr. Garcia is published in numerous academic journals including Sloan Management Review. She continually updates her knowledge on the innovation process through consulting at companies worldwide.