Profitable Product Management: Powerful Techniques for Improving Products and Performance and Maximizing Profits (Marketing S.) - Softcover

Collier, Richard

Softcover

ISBN 10: 0750618884 ISBN 13: 9780750618885

Publisher: Butterworth-Heinemann Ltd, 1995

Synopsis

This book presents a complete overview of the key issues and activities of the 1990's in product and brand management. Providing powerful approaches and insights, the book will help managers handle products and brands more effectively and profitably in all business sectors.
Key features of the text include:
*comprehensive coverage of all key strategy and implementation issues
*designed to be used and applied in a practical context
*covers all product groups - industrial, consumer and services
*concentrates on job effectiveness
*focuses on improving product and profit performance.

The book is for all managers responsible for, or directly handling product marketing issues and improving product performance. With its comprehensive approach it also provides an invaluable source of information for new or aspiring product managers, or for marketing students with a particular interest in this area. Richard Collier has worked for a number of blue-chip companies in marketing development, including a period as Research Group Head for confectionary products at Cadbury-Schweppes. He now works as an independent consultant and directs the Profitable Product Management Course at the Chartered Institute of Marketing.

comprehensive coverage of all key strategy and implementation issues
designed to be used and applied in a practical context
covers all product groups - industrial, consumer and services

About this title

Review:

'For those with the luxury of time, this book is a concise and practical guide to product and brand management. Others, who want to brush up their knowledge or pick up some new skills, will find it just the book to have on the office bookshelf, either as a reference or to keep at hand for their next train trip or flight.' - Marketing Business, September 1995

From the Back Cover:

Profitable Product Management presents a complete overview of the key issues and activities of the 1990s in product and brand management. Providing cogent insights, the book offers new approaches to help managers handle products and brands more effectively and profitably in all business sectors. Key features of the text include comprehensive coverage of all key strategy and implementation issues; useful end-chapter checklists and review questions; relevant anecdotes and timely examples; coverage of all products - industrial, consumer, services and concentration on job effectiveness and improving product and profit performance. Profitable Product Management is for all managers responsible for product marketing and improving product performance. It will also prove invaluable for new or aspiring product managers and marketing students with a particular interest in this area.

About this edition

• Publisher: Butterworth-Heinemann Ltd
• Publication date: 1995
• ISBN 10: 0750618884
• ISBN 13: 9780750618885
• Binding: Paperback
• Number of pages: 304