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.