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.
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