The product offering is the common factor that links an
organisation to its customers. As the product is the focal point
around which other elements of the marketing mix are planned,
decisions about the product form the very centre of marketing
strategy and management and therefore, in a sense, form the heart
of the organisation. Product management is an interactive handbook
which describes and illustrates product decisions within the South
African context. Product management follows an outcomes-based
approach and includes basic theoretical concepts, review questions
and case studies which can be used for class discussions,
self-study or assignments. Topical examples from the South African
market clarify and reinforce the theoretical points considered.
Contents include the following: Developing and positioning new
products; individual product decisions; multiple product decisions
and strategies; the product life cycle; customer service. Product
management will be an invaluable reference for undergraduate
students of marketing and product management at all higher
education institutions in South Africa, as well as private training
organisations or in-house training units.
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