Successful Product Management

By: Stephen Morse

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Paperback | 1 July 1998 | Edition Number 2

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Paperback
150 Pages

Edition Type
Revised

Dimensions(cm)
24.5 x 16.5 x 1

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There are many product managers; often their responsibilities are extensive and expectations of performance overwhelming. In the second edition of Successful Product Management, Stephen Morse focuses on the skills and techniques required from the product manager to be effective as the architect and support of the product line, from developing the product plan to the product life cycle, control and communication.

Published in association with Marketing magazine, the UK's leading magazine for the marketing and advertising community, this book offers a practical approach to the product management system, covering all aspects of the key tasks, including Product strategy; New product development (NPD); Product marketing; Product; profitabilit; and Branding.

The detailed examples and checklists featured in Successful Product Management will assist all product managers, whether they are new to marketing or adapting their existing roles to create new ideas as they strategize, plan and develop products.

About the Author

Stephen Morse is an independent management consultant working with international businesses as a product manager and marketing planning manager. He has operated as a consultant in the fields of company planning, marketing strategy, sales management and sales training in companies concerned with electronics, chemicals, travel and transport, and services such as consulting engineers, agricultural consultancy and airlines. He is a senior lecturer at Management Centre Europe (Brussels) and the author of many business and marketing books.

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Preface
The Need for Product Management	p. 1
Introduction	p. 1
Starting points for the system	p. 2
The marketing concept and the system	p. 4
Development of marketing planning	p. 5
Where the product management system can be effective	p. 5
The Role of the Product Manager	p. 8
Function descriptions	p. 8
Three major aspects	p. 12
Developing the Product Plan: The Market	p. 19
The shape of the product plan	p. 19
The market background	p. 19
Researching the segment	p. 27
Collecting information	p. 29
Using information	p. 30
Developing the Product Plan: The Product	p. 34
Evaluating the range or the line	p. 34
Competitive appraisal	p. 38
Purchase and consumption behaviour	p. 42
Strategic choice	p. 48
Strategic analysis	p. 49
Developing the Product Plan: Strengths and Weaknesses	p. 59
SWOT analysis	p. 59
Product definition	p. 60
Product's operational axis	p. 61
Analysis of strengths and weaknesses	p. 62
Developing the Product Plan: The Marketing Mix	p. 66
Channels of distribution	p. 66
The marketing mix	p. 66
Examination of your current system	p. 68
Stock levels and 'Just-in-Time'	p. 69
Channels of selling	p. 70
Pricing and discount structures	p. 72
Developing the Product Plan: Communicating with Customers	p. 74
Models of consumer behaviour	p. 74
Need for models	p. 75
Types of model	p. 75
General models of consumer behaviour	p. 76
Lessons for product managers	p. 80
Factors involved, weighting and applying	p. 81
The advertising brief	p. 82
Database marketing	p. 85
Selling and salespeople	p. 87
The Product Life Cycle	p. 93
A strategic indicator	p. 93
The product life cycle as a strategic planning tool	p. 96
Managing the Brand	p. 101
Defining the brand	p. 101
Strategies and essentials	p. 102
Devising a brand strategy	p. 103
Strategic choices	p. 104
Developing New Products	p. 106
Routes of growth	p. 106
The profit gap	p. 107
Restrictions for existing product managers	p. 109
Organising new product development	p. 110
Product characteristics	p. 116
A systematic approach to new product development	p. 116
Testing, test marketing and launching	p. 123
Control and Communication	p. 127
Return on Investment (ROI)	p. 127
Evaluating investment	p. 129
Control systems	p. 134
Communication channels	p. 138
Bibliography	p. 144
Index	p. 147
Table of Contents provided by Blackwell. All Rights Reserved.

Successful Product Management

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Paperback

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