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Product Strategy and Management

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ISBN-10: 0273694502

ISBN-13: 9780273694502

Edition: 2nd 2007 (Revised)

Authors: Michael Baker, Susan Hart

List price: $135.00
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This is a review and analysis of the issues involved in managing products through their life cycle. The work has a managerial orientation and will be ideal for students of marketing, business studies and product development courses.
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Book details

List price: $135.00
Edition: 2nd
Copyright year: 2007
Publisher: Prentice Hall PTR
Publication date: 4/9/2007
Binding: Paperback
Pages: 560
Size: 7.50" wide x 9.75" long x 1.25" tall
Weight: 2.398
Language: English

Introduction: Product strategy and management
The theoretical foundations
Competition and product strategy
The product in theory and practice
Buyer behaviour
The product life cycle in theory and practice
Product portfolios
New product development
The importance, nature and management of the new product development process
New product strategy
Idea management for new product development
Screening new product ideas
Concept development and testing
Business analysis
Product testing
Product management
Commercialization: test marketing and launching the new product
Managing growth
Managing the mature product
Product elimination
Controlling the product line: an overview of the deletion decision
Reaching the decision to delete a product
Implementing the deletion decision