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SUITABLE FOR
Aimed mainly at commerce and marketing students, entrepreneurs and business owners, Price Management 2e provides a sound introduction to the science of pricing
Product Management
DR C (NEELS) BOTHMA (GENERAL EDITORS)
In today’s competitive retail environment, where new products are being introduced daily, how do you attract customer attention to your new product, and how do you manage its success? Product Management 2e provides, in a very readable way, guidelines to designing customer-centric products that fit the exact needs of an individual customer, and how to manage these products. It recognises that a product manager needs to maximise the value of a product, oversee all aspects of a product line in order to deliver superior customer satisfaction, and coordinate production with an understanding of the market’s and customers’ needs, while simultaneously providing a long-term competitive advantage for the company.
NEW EDITIONS ONLY: MAIN UPDATES IN THE NEW EDITION
This second edition, featuring updated examples and case studies with questions at the end of each chapter, is aimed mainly at undergraduate students of Marketing. It will also prove useful to students in the Management disciplines, as well as practising product managers and professionals interested in learning about product management in R&D, branding and logistics.
978 1 48512 542 6 978 1 48512 580 8 2e 2017
216 PAGES
ZAR R320.00 ZAR R320.00
CONTENTS
• The product in a marketing context
• Product gap analysis, differentiation
and positioning
• Product innovation and new product
development
• Product failure, obsolescence and
servicing
ABOUT THE EDITOR
• Product packaging and labelling
• The product lifecycle
• Product branding decisions
• Product strategy and management
Dr Cornelius (Neels) Bothma is currently a senior lecturer at the University of South Africa (Unisa), where he has been for more than a decade. Before that, he was a senior lecturer at Technikon South Africa (TSA). Prior to TSA, he worked for 13 years at the Department of Trade and Industry as an export promotion officer and served in Austria and Turkey as a trade representative for South Africa. He has a Master’s degree in Business Science in Marketing from the University of Cape Town and recently completed his DCom at Unisa.
KEY FEATURES
• Product management in a South African context
• The critical factors that enable better product performance in the marketplace
• Competitive product targeting and positioning
• Product management strategies and metrics.
JUTA MARKETING CATALOGUE | 2018/2019
NEW EDITION
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