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Book Categories |
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 |
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Add Successful Product Management: A Guide to Strategy, Planning and Development, In this second edition, Stephen Morse focuses on the skills and techniques the product manager needs to be effective. It offers a practical approach to the product management system, covering all aspects of the tasks. The detailed examples and checklists , Successful Product Management: A Guide to Strategy, Planning and Development to the inventory that you are selling on WonderClubX
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Add Successful Product Management: A Guide to Strategy, Planning and Development, In this second edition, Stephen Morse focuses on the skills and techniques the product manager needs to be effective. It offers a practical approach to the product management system, covering all aspects of the tasks. The detailed examples and checklists , Successful Product Management: A Guide to Strategy, Planning and Development to your collection on WonderClub |