The long-awaited second edition of Baker and Hart's "Product
Strategy and Management" expertly analyses the nature of product
strategy and the management of the entire product life cycle, from
new product development to product elimination.
The nature and practice of the life cycle are central to the
firm's overall strategy for competitiveness. The authors repeatedly
emphasize the fact that without product strategy and management
there would be no markets, no customers, no competition - and
therefore no marketing.
Exploring the fundamental relationship between the success of a
product and the survival of the firm, the book employs an
innovative four-part structure:
Part 1 - The theoretical foundations
Part 2 - New product development
Part 3 - Product management
Part 4 - Product elimination
Whether studying at undergraduate, postgraduate or MBA levels,
students will find this book essential to their understanding of
this increasingly important subject area.
Michael Baker is Emeritus Professor of Marketing at the
University of Strathclyde where he founded the Department of
Marketing in 1971. Past Chairman of the Chartered Institute of
Marketing and founder of its Academic Senate, he was Chair of the
Marketing Education Group for 16 years and President of its
successor, the Academy of Marketing, for 18 years.
Susan Hart is Professor of Marketing at Strathclyde University.
She has held professorial appointments at Heriot-Watt and Stirling
University and visiting positions in the USA, Australia and Europe.
She has published numerous articles on the subject of product
deletion, new product development and new product launch.
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