Creating and Marketing New Products and Services

Dr. Garcia's book was a textbook for a class I took while earning my Master's Degree. The book is one of the most thorough textbooks available in the marketing field. From references to real-life case studies to the presentation of multiple theoretical approaches, this book is truly worth the price.

We used this book in my MBA New Product Marketing course and I found it extremely informative. It is well-written and has strong examples for each concept and theme.In my professional career, I reference the examples inside book and use some of it's lists/frameworks. Truly a great book for any Product Marketer, or Entrepreneur, and a highly useful guide for anyone interested in how to make the most of a new biz/product launch.

I had the honor of actually having Dr. Garcia as my professor for MBA563 (Product & Brand Management) as a part of my part-time MBA at NCSU. Not only was it one of my favorite classes so far, the book was a perfect compliment to the in-class material. The text book provided some background and structure that wasn't always able to be covered in full detail during class. I would recommend this book to any one considering a companion text to their product marketing, product development, or any business course focused on new products/services.

I recommend this book for entrepreneurs and individuals (especially with less background in business) who want to create value through innovation.

A very easy and insightful read!