Explains the principles of marketing and the role of the product manager as applied to the marketing of new products. It offers its readers a unique combination of practical guidance and theoretical insights. Readers will benefit from the author's depth of experience, gained during a thirty-year career in the private sector. This book sets marketing in the context of the results of recently published research in entrepreneurship, marketing and economics. The text is ideal for product marketing courses focused on consumer products, and is essential reading for courses covering industrial product marketing and the management of technological innovation.