Product Management

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.