New textbook from Harbert professor brings first-hand product marketing experience and insights to undergraduate students

Published: August 25, 2022

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The publication of a college textbook rarely makes more than a ripple in the higher education pond, even among fellow academics. But that’s not likely to be the case when it comes to Harbert professor David Hanning’s new undergraduate textbook “Marketing and New Product Development–Concept-to-Commercialization,” according to Chris Hopkins, Mclain Family Professor of Marketing and Chair of the Department of Marketing at Harbert.

Harbert recently spoke with Hopkins and Hanning to learn why the new textbook–which is slated to be published as an e-book in August by Kendall Hunt Publishing – fills a need long overlooked by currently available alternatives.

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Submitted by: Colleen Bourdeau