Successful Product Management: A Guide to Strategy, Planning and Development Book

	Preface
Ch. 1	The Need for Product Management	1
	Introduction	1
	Starting points for the system	2
	The marketing concept and the system	4
	Development of marketing planning	5
	Where the product management system can be effective	5
Ch. 2	The Role of the Product Manager	8
	Function descriptions	8
	Three major aspects	12
Ch. 3	Developing the Product Plan: The Market	19
	The shape of the product plan	19
	The market background	19
	Researching the segment	27
	Collecting information	29
	Using information	30
Ch. 4	Developing the Product Plan: The Product	34
	Evaluating the range or the line	34
	Competitive appraisal	38
	Purchase and consumption behaviour	42
	Strategic choice	48
	Strategic analysis	49
Ch. 5	Developing the Product Plan: Strengths and Weaknesses	59
	SWOT analysis	59
	Product definition	60
	Product's operational axis	61
	Analysis of strengths and weaknesses	62
Ch. 6	Developing the Product Plan: The Marketing Mix	66
	Channels of distribution	66
	The marketing mix	66
	Examination of your current system	68
	Stock levels and 'Just-in-Time'	69
	Channels of selling	70
	Pricing and discount structures	72
Ch. 7	Developing the Product Plan: Communicating with Customers	74
	Models of consumer behaviour	74
	Need for models	75
	Types of model	75
	General models of consumer behaviour	76
	Lessons for product managers	80
	Factors involved, weighting and applying	81
	The advertising brief	82
	Database marketing	85
	Selling and salespeople	87
Ch. 8	The Product Life Cycle	93
	A strategic indicator	93
	The product life cycle as a strategic planning tool	96
Ch. 9	Managing the Brand	101
	Defining the brand	101
	Strategies and essentials	102
	Devising a brand strategy	103
	Strategic choices	104
Ch. 10	Developing New Products	106
	Routes of growth	106
	The profit gap	107
	Restrictions for existing product managers	109
	Organising new product development	110
	Product characteristics	116
	A systematic approach to new product development	116
	Testing, test marketing and launching	123
Ch. 11	Control and Communication	127
	Return on Investment (ROI)	127
	Evaluating investment	129
	Control systems	134
	Communication channels	138
	Bibliography	144
	Index	147