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.

A comprehensive text, aiming to demystify the topic, Marketing Research is written in a practical manner, emanating from the research process perspective. Approaching the subject from a sound academic basis, assisted with a Central Case Study steeped in industry and formulated by Neil Higgs from TNS Research Surveys, this text becomes essential reading for any student or practitioner in the field.