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.
- ISBN10 0070430462
- ISBN13 9780070430464
- Publish Date 1 January 1993
- Publish Status Out of Print
- Out of Print 4 July 2001
- Publish Country US
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw-Hill Inc.,US
- Format Hardcover
- Pages 542
- Language English