Donated by: Varsha Jain

Summary: Dive into the world of strategic product management with this comprehensive second edition textbook from Pearson Education India. Written by Michael Baker and Susan Hart, this academic resource spans 240 pages of invaluable insights into modern product strategy and management principles. The book offers a structured approach to understanding product lifecycle, market analysis, and strategic decision-making in today's dynamic business environment. Perfect for both students and professionals, this edition combines theoretical frameworks with practical applications, making complex concepts accessible and actionable. The content is thoughtfully organised across chapters, featuring clear explanations, relevant case studies, and contemporary examples. Whether you're pursuing academic studies in business management or seeking to enhance your professional expertise in product strategy, this authoritative text serves as an essential reference. The book's format allows for easy navigation and reference, while its academic rigour ensures depth of learning. Published in 2014, it remains a relevant guide for understanding the fundamentals of product strategy and management in the modern business landscape.

Contents:

Part I: The theoretical foundations
Competition and product strategy
The product in theory and practice
Buyer behaviour
The product life cycle in theory and practice
Product portfolios

Part II: New product development
The importance, nature and management of the new product development process
New product strategy
Idea management for new product development
Screening new product ideas
Concept development and testing
Business analysis
Product testing

Part III: Product management
Commercialization: test marketing and launching the new product
Managing growth
Managing the mature product

Part IV: Product elimination
Controlling the product line: an overview of the deletion decision
Reaching the decision to delete a product
Implementing the deletion decision.