Product planning and management : designing and delivering value

Abstract

Part 1 Setting the stage: product strategy and planning product and market evolution successful product development. Part 2 Finding and creating value - the offer: search for new product ideas designing the offer pricing the offer illustrative offer development. Part 3 Testing the offer's value: concept and product testing pretest market models and test markets. Part 4 Marketing delivers value - planning a product introduction: multiperiod marketing plans and budgets - new or modified products an illustrative marketing plan for a new product - a spreadsheet model direct formulation of multiperiod plans and budgets - new or modified. Part 5 marketing delivers value - planning and annual strategy/budget: one period plans and budgets - established products using the marmix planning and budgeting model more topics in planning and budget analysis.

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