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Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
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Searching... | 30000010199080 | HF5415.15 B344 2007 | Open Access Book | Book | Searching... |
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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 |