Product Management (Paperback, 2nd ed)

Product decisions are central in an organisation's efforts to satisfy the needs of the selected target markets and to add value for the consumer. This title explores: the meaning of a product from a marketing perspective; the major decisions regarding the product offering; branding; strategies for managing multiple products; new product development; the product life cycle concept and the strategies to manage products during the different phases of the life cycle. Product management provides a South African perspective and concepts are illustrated with a variety of localised examples and case studies.