Cover image for Product strategy and management
Title:
Product strategy and management
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Edition:
2nd ed.
Publication Information:
Harlow, England : Prentice Hall, 2007
Physical Description:
xviii, 541 p. : ill. ; 25 cm.
ISBN:
9780273694502
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30000010199080 HF5415.15 B344 2007 Open Access Book
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Summary

Summary

Product Strategy and Management

offers a holistic discussion and explanation of this subject area and shows why it is fundamental to a firm's competitiveness and its ultimate survival. It covers the entire product life cycle from new product development to elimination.

This book is geared to students studying product management/product development at advanced undergraduate, MBA or postgraduate levels. It is also suitable for non-business school programmes - e.g., engineering, who offer elective courses on product strategy. It has also proved to be a useful tool for professionals in their day-to-day management and strategising of products.

This is a book that attempts to set the act of product strategy and new product development in a wider framework of strategic thinking and management theories. It has an easy to access style which makes it a good choice for students meeting such concepts for the first time.


Table of Contents

Introduction: Product strategy and management
Acknowledgements
PartI The theoretical foundations
Chapter1 Competition and product strategy
Chapter2 The product in theory and practice
Chapter3 Buyer behaviour
Chapter4 The product life cycle in theory and practice
Chapter5 Product portfolios
PartII New product development
Chapter6 The importance, nature and management of the new product development process
Chapter7 New product strategy
Chapter8 Idea management for new product development
Chapter9 Screening new product ideas
Chapter 10 Concept development and testing
Chapter 11 Business analysis
Chapter 12 Product testing
Part III Product management
Chapter 13 Commercialization: test marketing and launching the new product
Chapter 14 Managing growth
Chapter 15 Managing the mature product
PartIV Product elimination
Chapter 16 Controlling the product line: an overview of the deletion decision
Chapter 17 Reaching the decision to delete a product
Chapter 18 Implementing the deletion decision
Chapter 19 Reprise