Product Strategy And Management

Product Strategy And Management

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Product strategy and management are at the very heart of marketing and should lie at the core of a firm's overall strategy. Knowledge and understanding of the nature and practice of product strategy and management are necessary elements in the development and formation of the professional manager. Baker offers a review and analysis of the issues involved in managing products through their life cycle. Takes an integrated approach, emphasising the importance of involving all business functions within the product life cycle.
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Product details

  • Paperback | 520 pages
  • 172 x 234 x 28mm | 857g
  • Upper Saddle River, United States
  • English
  • 0130653683
  • 9780130653680

Table of contents

*Competition and Product Strategy - Pepsi Company Ltd *The Product in Theory and Practice - Donald Muir Ltd *Buyer Behaviour - Tudor Dairies *The Product Life Cycle in Theory and Practice xxx; Caledonian Clear *Product Portfolios - Stoddard-Sekers *The Importance, Nature and Management of the New Product Development Process - Kodak's Photo-CD *New Product Strategy - Braun's Supervolume *Organisation and Management of the Product Development Process - Microswitch International *Idea Generation *Screening New Product Ideas - Hutchinson Microtel *Concept Development and Testing - A New Concept in Beer: Belhaven Best *Business Analysis *Product Testing - Quorn TM *Commercialisation: Test Marketing and Launching the New Product - Persil Power *Managing Growth - First Direct *Managing the Mature Product - Milky Way *Controlling the Product Line: An Overview of the Deletion Decision - Ellipse *Reaching the Decision to Delete a Product - Hebden plc *Implementing the Deletion Decision - Link Europe plc
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