Product Management, 3rd/ed.

Product Management is a lean, defining text that covers three major tasks facing today's product mangers: analyzing the market, developing objectives and strategies for the product or service in question, and making decisions about price, advertising, promotion, channels of distribution and service.Product Management utilizes the familiar Marketing Plan as the unifying framework for its lessons, and takes a 'hands-on' approach toward preparing graduates to assume the position of product manager.andnbsp
New Features
This edition features updated materials and examples on new products, brand equity, product management strategy, global, technology, ethics, business to business settings, career issues, promotional activities, giving the students the latest information they need to learn about and implement strategies as a product manager.andnbsp
Updated pedagogical features include: new vignettes, solid end-of-chapter review section, and more coverage of Category Management and Information Technology. The vignettes give the student real-life examples about the role of product management in marketing. the end-of-chapter section drills students of what they've learned and questions assist them in putting theory into practice.andnbsp
Other new features: Chapter Eight-Developing Product Strategy has been significantly revised and restructured to give students a better understanding of strategy development and implementation. Two product examples integrated throughout the text: Ready to Drink fruit drinks, featuring Snapple, and PDA 'Personal Digital Assistant' allow the student to see how applications are put into practice by real companies. Combined coverage of brand equity and brand extension show the student how the value of a brand adds to a product and how the brand line adds value to the company.andnbsp
Updated material and examples on new products and the role of product manager-This material includes updated coverage and examples on brand equity, product management strategy, global, technology, ethics, business to business settings, career issues, promotional activities.andnbsp
Expanded coverage on Customer Analysis-Since customers are both the key to a successful business and at the very core of marketing, the authors' felt that some additional material was warranted. This material can be found in Chapter 6.andnbsp
Increased coverage of Marketing Strategy-Chapter 8 includes the authors' expanded presentation on a measure of brand equity based on sales and prices and discusses customer-based strategies. (Acquisition, retention, expansion, deletion)andnbsp
Internet examples-Although the product manager's job has not changed drastically with the Internet explosion, the Internet has certainly had an effect on a number of marketing activities. Where appropriate, the authors have integrated such examples.andnbsp
New Chapter 16 on Marketing Metrics-Given the increased attention being paid to measurement of marketing investments, the authors felt that a new chapter (Chapter 16) should be dedicated to this topic.