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.
"synopsis" may belong to another edition of this title.
SAK ONKVISIT is Associate Professor of Marketing at San Jose State University.
JOHN J. SHAW is Associate Professor of Marketing at Providence College.
"About this title" may belong to another edition of this title.
Shipping:
FREE
Within U.S.A.
Book Description Hardcover. Condition: 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. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. Seller Inventory # 9780899303192
Book Description HRD. Condition: New. New Book. Shipped from UK. THIS BOOK IS PRINTED ON DEMAND. Established seller since 2000. Seller Inventory # L1-9780899303192
Book Description Hardcover. Condition: new. This item is printed on demand. Seller Inventory # 9780899303192
Book Description Condition: New. PRINT ON DEMAND Book; New; Fast Shipping from the UK. No. book. Seller Inventory # ria9780899303192_lsuk
Book Description Hardback. Condition: New. This item is printed on demand. New copy - Usually dispatched within 5-9 working days. Seller Inventory # C9780899303192
Book Description Hardcover. Condition: New. Seller Inventory # Abebooks249621
Book Description Hardcover. Condition: Brand New. 172 pages. 9.50x6.25x0.75 inches. In Stock. Seller Inventory # x-0899303196
Book Description HRD. Condition: New. New Book. Delivered from our UK warehouse in 4 to 14 business days. THIS BOOK IS PRINTED ON DEMAND. Established seller since 2000. Seller Inventory # L1-9780899303192
Book Description Gebunden. Condition: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Über den AutorSAK ONKVISIT is Associate Professor of Marketing at San Jose State University. JOHN J. SHAW is Associate Professor of Marketing at Providence College.KlappentextThis book . Seller Inventory # 447103337
Book Description Buch. Condition: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - 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. Seller Inventory # 9780899303192