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Product Planning and Management: Designing and Delivering Value: Instructor's Manual (Marketing S.) - Softcover
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.
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- PublisherMcGraw Hill Higher Education
- Publication date1993
- ISBN 10 0070430470
- ISBN 13 9780070430471
- BindingPaperback
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