For courses in marketing or product management, this text examines the analytical, decision-making and planning concepts and tools available to market, product and brand managers. Issues covered include product policy, new product development and line modification. It describes the similarities, within the marketing plan, between the development of new products and the management of existing programmes, covering the strategies that underlie both, and teaches the strategic approach a product manager takes in integrating value-creation with market planning. MARMIX, an interactive computer program, allows the reader to test models used in the text and to analyze new product problems.
Sprache
Verlagsort
Verlagsgruppe
McGraw-Hill Education - Europe
Zielgruppe
Für höhere Schule und Studium
Maße
Höhe: 230 mm
Breite: 213 mm
Gewicht
ISBN-13
978-0-07-043046-4 (9780070430464)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Klassifikation
Part 1 Setting the stage: product strategy and planning; product and market evolution; successful product development. Part 2 Finding and creating value - the offer: search for new product ideas; designing the offer; pricing the offer; illustrative offer development. Part 3 Testing the offer's value: concept and product testing; pretest market models and test markets. Part 4 Marketing delivers value - planning a product introduction: multiperiod marketing plans and budgets - new or modified products; an illustrative marketing plan for a new product - a spreadsheet model; direct formulation of multiperiod plans and budgets - new or modified. Part 5 marketing delivers value - planning and annual strategy/budget: one period plans and budgets - established products; using the marmix planning and budgeting model; more topics in planning and budget analysis.
