Analyses the nature of product strategy and the management of the product life cycle, from product development to product elimination. This book emphasizes that without product strategy and management there would be no markets, no customers, no competition. It explores the relationship between succe[...]

Takes an analytical and strategic approach to marketing, providing a framework for the direction and management of the marketing function that helps students make effective marketing decisions. This work incorporates research examples and cases to encourage students to apply theoretical principles a[...]