Product Strategy and Management

Introduction : product strategy and management -- Pt. I. The theoretical foundations -- 1. Competition and product strategy -- 2. The product in theory and practice -- 3. Buyer behaviour -- 4. The product life cycle in theory and practice -- 5. Product portfolios -- Pt. II. New product development -- 6. The importance, nature and management of the new product development process -- 7. New product strategy -- 8. Idea management for new product development -- 9. Screening new product ideas -- 10. Concept development and testing -- 11. Business analysis -- 12. Product testing -- Pt. III. Product management -- 13. Commercialization : test marketing and launching the new product -- 14. Managing growth -- 15. Managing the mature product -- Pt. IV. Product elimination -- 16. Controlling the product line : an overview of the deletion decision -- 17. Reaching the decision to delete a product -- 18. Implementing the deletion decision -- 19. Reprise.