Cambridge Marketing Handbook: Products
By:
Sign Up Now!
Already a Member? Log In
You must be logged into Bookshare to access this title.
Learn about membership options,
or view our freely available titles.
- Synopsis
- Written in two parts, this handbook provides a reference for practitioners, and for those who wish to complete a professional qualification. The first part explores the nature of the product itself and how it should fit with the marketplace. It deals primarily with (a) how to craft a strong value-proposition, as seen by customers, and (b) how to compile the business case, as seen by the selling organization, including chapters on portfolio management and branding. The second part covers the timeline of a product, and shows how the concepts of the first part evolve as time goes by, examining what has to be done in practice, from idea-gathering, through product development and launch, to product maintenance and eventual withdrawal. Covering both B2B and B2C contexts, the book examines the different emphasis that is needed for the different categories of product in each.
- Copyright:
- 2013
Book Details
- Book Quality:
- Publisher Quality
- ISBN-13:
- 9780749470760
- Related ISBNs:
- 9780749470753
- Publisher:
- Kogan Page
- Date of Addition:
- 11/28/13
- Copyrighted By:
- Cambridge Marketing College.
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.