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Product Strategy and Management

Paperback Engels 2007 9780273694502
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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.


Uitgever:Pearson Education


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Introduction: Product strategy and management



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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        Product Strategy and Management