This is a textbook aimed at students specialized in marketing, or professionals. The book presents many original cases, and summarizes the academic literature on topics like new product adoption and diffusion, innovation strategies, new product development and the different research techniques used at each stage, and launching strategies. One chapter is devoted to the specificities of developing new products in a BtoB environment, and new services.
LE NAGARD, E. and MANCEAU, D. (2005). Marketing des nouveaux produits. De la création au lancement. Dunod, 337 pages.