In today's competitive milieu, the product function along with
continuous product innovation, are critical parameters for a
company's success. Product Management provides its readers with the
insight to ultimately design customer-centric products that fit the
exact needs of an individual customer. This introductory book
focuses on the critical issues of product management that enable
better product performance in the marketplace. It deals with many
product-related issues that challenge management, be it in South
Africa or elsewhere in the world. The text covers topics such as
competitive product targeting, positioning, product management
strategies, metrics and various other issues. Product management
recognises that the responsibility of a product manager is to
integrate the various segments of a business into a strategically
focused whole, maximising the value of a product by coordinating
its production with an understanding of the market's and the
customers' needs. A product manager must oversee all aspects of a
product line in order to deliver superior customer satisfaction
while simultaneously providing a long-term competitive advantage
for the company.
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