Innovation Management and New Product Development: AND Brand Management, a Theoretical and Practical Approach Book

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.Read More