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Product Strategy and Management, 2/e


Product Strategy and Management, 2/e
Author(s)  Michael Baker and Susan Hart
ISBN  9788131724286
Imprint  Pearson Education
Copyright  2008
Pages  560
Binding  Paperback
List Price  Rs. 1030.00
  
 
 

From new product development to product elimination, this book holistically covers the entire product life cycle, including analysis of new product innovation strategy, new product ideas screening, product testing, managing growing and mature products, and product deletion. The nature and practice of these processes are central to the firm's overall strategy for competitiveness, and this book repeatedly emphasises the fundamental relationship between the success of a product and the survival of the firm. Whether they are studying at undergraduate, postgraduate or MBA levels, students will find this book essential to their understanding of this important subject area.
  • Contents
  • Features
  • Downloadable Resources

Part I: The theoretical foundations
  1. Competition and product strategy
  2. The product in theory and practice
  3. Buyer behaviour
  4. The product life cycle in theory and practice
  5. Product portfolios

Part II: New product development
  1. The importance, nature and management of the new product development process
  2. New product strategy
  3. Idea management for new product development
  4. Screening new product ideas
  5. Concept development and testing
  6. Business analysis
  7. Product testing

Part III: Product management
  1. Commercialization: test marketing and launching the new product
  2. Managing growth
  3. Managing the mature product

Part IV: Product elimination
  1. Controlling the product line: an overview of the deletion decision
  2. Reaching the decision to delete a product
  3. Implementing the deletion decision
  4. Reprise
 

  • Provides a comprehensive review of the principles and practices of the product life cycle, giving readers full understanding of the subject.

  • Contains original insights and ideas based on the author's practical experience, which give a real world context to the subject.

  • Illustrated with European case studies at the end of every chapter to ensure readers think practically.

  • Learning objectives to guide students through each topic.

  • Revision questions to test understanding.
 
Instructor Resources
 


 
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