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Product Strategy and Management

Paperback Engels 2007 9780273694502
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Samenvatting

The long-awaited second edition of Baker and Hart’s Product Strategy and Management expertly analyses the nature of product strategy and the management of the entire product life cycle, from new product development to product elimination.

 

The nature and practice of the life cycle are central to the firm’s overall strategy for competitiveness.  The authors repeatedly emphasize the fact that without product strategy and management there would be no markets, no customers, no competition - and therefore no marketing.

 

Exploring the fundamental relationship between the success of a product and the survival of the firm, the book employs an innovative four-part structure:

 

Part 1 – The theoretical foundations

Part 2 – New product development

Part 3 – Product management

Part 4 – Product elimination

 

Whether studying at undergraduate, postgraduate or MBA levels, students will find this book essential to their understanding of this increasingly important subject area.

 

 

Michael Baker is Emeritus Professor of Marketing at the University of Strathclyde where he founded the Department of Marketing in 1971. Past Chairman of the Chartered Institute of Marketing and founder of its Academic Senate, he was Chair of the Marketing Education Group for 16 years and President of its successor, the Academy of Marketing, for 18 years.

 

Susan Hart is Professor of Marketing at Strathclyde University. She has held professorial appointments at Heriot-Watt and Stirling University and visiting positions in the USA, Australia and Europe. She has published numerous articles on the subject of product deletion, new product development and new product launch.

Specificaties

ISBN13:9780273694502
Taal:Engels
Bindwijze:Paperback
Uitgever:Pearson Education

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Inhoudsopgave

Introduction: Product strategy and management

Acknowledgements

 

Part I             The theoretical foundations

 

Chapter 1       Competition and product strategy

 

Chapter 2       The product in theory and practice

 

Chapter 3       Buyer behaviour

 

Chapter 4       The product life cycle in theory and practice

 

Chapter 5       Product portfolios

 

 

Part II             New product development

 

Chapter 6       The importance, nature and management of the new product development process

 

Chapter 7     New product strategy

 

Chapter 8       Idea management for new product development

 

Chapter 9     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

 

Part IV          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

 

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