Product Strategy and Management, 2nd edition

Published by FT Publishing International (April 19, 2007) © 2007

  • Michael Baker University of Strathclyde
  • Susan Hart University of Strathclyde
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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 firm’s 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.

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  • 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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