Reading List

Reading List


A New Product Dog is always learning. Always investing. Always improving. 

Your Reading Plan:

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  2. Foundations

After these two sections, feel free to pick and choose from each category based on your interests and needs. You may want to go deeper within a topic  – or grab one from here and there. An asterisk is placed by the recommended first resource to be read (or viewed) first within each section. Do you have any suggestions for additions? Let us know.

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Behavioral Economics  (or…”How Customers Make Decisions”)

Strategic Marketing

Corporate Finance

Market Research

Data Analysis and Statistics

Process for New Product Development (NPD) and Innovation

Idea Generation

Product Design

Technology Strategy

Portfolio Management


Innovation Culture

Tactical Marketing and Sales


Howling Good Communication

New Product Dog Attitude