|Product Strategy and Management||
Product Strategy and Management
|90.30||approx. 7-9 days|
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 firms 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.
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.
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
The long-awaited second edition of Baker and Harts 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 firms 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.