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The publication of a school textbook rarely can make far more than a ripple in the better instruction pond, even amongst fellow lecturers. But that’s not possible to be the case when it arrives to Harbert professor David Hanning’s new undergraduate textbook “Marketing and New Solution Development–Concept-to-Commercialization,” in accordance to Chris Hopkins, Mclain Family members Professor of Advertising and Chair of the Office of Internet marketing at Harbert.

Harbert recently spoke with Hopkins and Hanning to find out why the new textbook–which is slated to be released as an e-ebook in August by Kendall Hunt Publishing – fills a need long forgotten by at this time readily available solutions.

Browse the comprehensive tale in this article.