Focusing on product management, this text integrates practical results from academic research not readily available to pracitising managers. It centres on managing existing products and has a new chapter on managing new products. The book includes combined coverage of brand equity, brand extension, category management and information technology. It is suitable for undergraduates, graduates and future or current product managers.
- ISBN10 0071154248
- ISBN13 9780071154246
- Publish Date 1 July 1997 (first published 1 January 1994)
- Publish Status Out of Print
- Out of Print 31 July 2001
- Publish Country GB
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw-Hill Education (ISE Editions)
- Edition International 2 Revised ed
- Format Paperback
- Pages 512
- Language English