Profitable Product Management: Powerful Techniques for Improving Products and Maximizing Profits (Marketing: Professional Development)

This book presents a complete overview of the key issues and activities of the 1990's in product and brand management. Providing powerful approaches and insights, the book will help managers handle products and brands more effectively and profitably in all business sectors.


Key features of the text include:
*comprehensive coverage of all key strategy and implementation issues
*designed to be used and applied in a practical context
*covers all product groups - industrial, consumer and services
*concentrates on job effectiveness
*focuses on improving product and profit performance.

The book is for all managers responsible for, or directly handling product marketing issues and improving product performance. With its comprehensive approach it also provides an invaluable source of information for new or aspiring product managers, or for marketing students with a particular interest in this area. Richard Collier has worked for a number of blue-chip companies in marketing development, including a period as Research Group Head for confectionary products at Cadbury-Schweppes. He now works as an independent consultant and directs the Profitable Product Management Course at the Chartered Institute of Marketing.

comprehensive coverage of all key strategy and implementation issues
designed to be used and applied in a practical context
covers all product groups - industrial, consumer and services