<p>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.</p>

Product Planning and Management: Designing and Delivering Value (MCGRAW HILL SERIES IN MARKETING)

Business & Money

Moore, William L.

Pessemier, Edgar A.

Management & Leadership

Mcgraw-Hill College

An integrated approach to product management, incorporating managerial and analytical approaches. Describes each step in the product management process from a managerial point of view and presents formal decision aids to improve product performance. The totally rewritten new edition includes a new chapter on pre-test market estimates of the acceptance of potential new products and new material on strategy formulation and technological forecasting.

Product Management: Strategy and Organization (Wiley/Hamilton Series in Marketing)

John Wiley&Sons

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Books by Pessemier, Edgar A.