Product Management: Strategy and Organization

Roger A. Kerin · Edgar A. Pessemier

99 citations0/0 files storedJournal of Marketing

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Innovation Diffusion and Forecasting Business Strategies and Innovation Technology Assessment and Management

Abstract

An integrated approach to product management, incorporating managerial and analytical approaches. Describes each step in the product management process from a managerial point of view and presents formal decision aids to improve product performance. The totally rewritten new edition includes a new chapter on pre-test market estimates of the acceptance of potential new products and new material on strategy formulation and technological forecasting.

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1980Intensity Measures of Consumer Preference 2010Evolution of firms' product strategy over the life cycle of technology-based industries: A case study of the global mobile phone industry, 1980–2009 2006Using the Creative Product Semantic Scale as a Metric for Results-Oriented Business 1984New product forecasting 1978Cannibalism and new product development 2009High-Performance Product Management: The Impact of Structure, Process, Competencies, and Role Definition*1988The Marketing–R&D Interface: Do Personality Factors Have an Impact?2011Superexponential long-term trends in information technology

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