Synopsis
This book provides--for the first time in a single source--a complete--and systematic treatment of the varying perspectives and dimensions of product management. Onkvisit and Shaw focus on product management and decision making within a product life cycle context, integrating theory, applications, and managerial implications to provide product managers, corporate planners, and entrepreneurs with a balanced, meaningful framework for strategic decisions. Throughout, examples of actual products and company strategies are used to illustrate the authors' points.
Following an introductory chapter on the nature and types of products--such as product vs. commodity--and what constitutes a product from the consumer's and management's viewpoint, the authors demonstrate how to formulate appropriate marketing strategies for a variety of market situations. Unusually comprehensive in scope, the book devotes separate chapters to demographic trends and their marketing implications, the evolution of pricing and marketing strategies as the product moves through its life cycle stages, the diffusion of innovations and the adoption process for new products, and the international product life cycle and strategies for meeting foreign competition. An important resource for product managers and marketing professionals, this book is also an ideal text for business school courses in product and marketing management.
Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.
À propos de l?auteur
SAK ONKVISIT is Associate Professor of Marketing at San Jose State University.
JOHN J. SHAW is Associate Professor of Marketing at Providence College.Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.
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1989 HC Product Life Cycles and Product Management by Onkvisit, Sak; Shaw, John J.
Edité par
Praeger, 1989
ISBN 10 : 0899303196
ISBN 13 : 9780899303192
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Product Life Cycles and Product Management
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Bloomsbury Publishing USA, 1989
ISBN 10 : 0899303196
ISBN 13 : 9780899303192
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Etat : New. Num Pages: 172 pages, black & white illustrations. BIC Classification: KJMV6. Category: (UP) Postgraduate, Research & Scholarly; (UU) Undergraduate. Dimension: 240 x 154 x 17. Weight in Grams: 388. . 1989. Hardback. . . . . N° de réf. du vendeur V9780899303192
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Product Life Cycles and Product Management (Hardcover)
Edité par
Bloomsbury Publishing Plc, Westport, 1989
ISBN 10 : 0899303196
ISBN 13 : 9780899303192
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Hardcover. Etat : new. Hardcover. This book provides--for the first time in a single source--a complete--and systematic treatment of the varying perspectives and dimensions of product management. Onkvisit and Shaw focus on product management and decision making within a product life cycle context, integrating theory, applications, and managerial implications to provide product managers, corporate planners, and entrepreneurs with a balanced, meaningful framework for strategic decisions. Throughout, examples of actual products and company strategies are used to illustrate the authors' points.Following an introductory chapter on the nature and types of products--such as product vs. commodity--and what constitutes a product from the consumer's and management's viewpoint, the authors demonstrate how to formulate appropriate marketing strategies for a variety of market situations. Unusually comprehensive in scope, the book devotes separate chapters to demographic trends and their marketing implications, the evolution of pricing and marketing strategies as the product moves through its life cycle stages, the diffusion of innovations and the adoption process for new products, and the international product life cycle and strategies for meeting foreign competition. An important resource for product managers and marketing professionals, this book is also an ideal text for business school courses in product and marketing management. This book provides—for the first time in a single source—a complete—and systematic treatment of the varying perspectives and dimensions of product management. Onkvisit and Shaw focus on product management and decision making within a product life cycle context, integrating theory, applications, and managerial implications to provide product managers, corporate planners, and entrepreneurs with a balanced, meaningful framework for strategic decisions. Throughout, examples of actual products and company strategies are used to illustrate the authors' points. Following an introductory chapter on the nature and types of products—such as product vs. commodity—and what constitutes a product from the consumer's and management's viewpoint, the authors demonstrate how to formulate appropriate marketing strategies for a variety of market situations. Unusually comprehensive in scope, the book devotes separate chapters to demographic trends and their marketing implications, the evolution of pricing and marketing strategies as the product moves through its life cycle stages, the diffusion of innovations and the adoption process for new products, and the international product life cycle and strategies for meeting foreign competition. An important resource for product managers and marketing professionals, this book is also an ideal text for business school courses in product and marketing management. This item is printed on demand. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. N° de réf. du vendeur 9780899303192
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Etat : New. Num Pages: 172 pages, black & white illustrations. BIC Classification: KJMV6. Category: (UP) Postgraduate, Research & Scholarly; (UU) Undergraduate. Dimension: 240 x 154 x 17. Weight in Grams: 388. . 1989. Hardback. . . . . Books ship from the US and Ireland. N° de réf. du vendeur V9780899303192
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