Product Strategy
Product management
• Product (or service) management includes a wide range of management activities, ranging from
– the time that there's a new idea for a product – to eventually providing ongoing support to customers who have purchased the new product.
Product strategy
Product management and its role in company management Lecture 1
• Every organization conducts product management, whether it's done intentionally or unintentionally.
Product related decision proces as content of scientific interest
In literature are for product related decisions used different terms: •Product policy, (popular in German literature i.e. Brockoff) as all activities using product as instrument of odbytového hospodárstva •Product marketing (in German represented by Koppelman, in USA i.e. AIPMM)is quality oriented part of marketing model aimed to develop succesful development and commercialization of firm products.
Product related decision proces as content of scientific interest
• New product development (NPD) is the term used to describe the complete process of bringing a new product or service to market. Brand management is the application of marketing techniques to a specific product, product line or brand. It seeks to increase a product's perceived value to the customer and thereby increase brand franchise and brand equity
•
Product management
• According to the existing literature, product/brand management is a system developed in 1927 by P&G, or maybe earlier. It took root mainly in the multiple products consumer goods companies. • The product management approach has long been one of the most widely used structural systems to organize the marketing effort and to assign responsibility to one person for the management of a product line or brand. • The product management system operates in the majority of all consumer packaged goods industries. A study indicates that 72% of consumer firms and 52% of the industrial firms were satisfied with the way the product
• Product (or service) management includes a wide range of management activities, ranging from
– the time that there's a new idea for a product – to eventually providing ongoing support to customers who have purchased the new product.
Product strategy
Product management and its role in company management Lecture 1
• Every organization conducts product management, whether it's done intentionally or unintentionally.
Product related decision proces as content of scientific interest
In literature are for product related decisions used different terms: •Product policy, (popular in German literature i.e. Brockoff) as all activities using product as instrument of odbytového hospodárstva •Product marketing (in German represented by Koppelman, in USA i.e. AIPMM)is quality oriented part of marketing model aimed to develop succesful development and commercialization of firm products.
Product related decision proces as content of scientific interest
• New product development (NPD) is the term used to describe the complete process of bringing a new product or service to market. Brand management is the application of marketing techniques to a specific product, product line or brand. It seeks to increase a product's perceived value to the customer and thereby increase brand franchise and brand equity
•
Product management
• According to the existing literature, product/brand management is a system developed in 1927 by P&G, or maybe earlier. It took root mainly in the multiple products consumer goods companies. • The product management approach has long been one of the most widely used structural systems to organize the marketing effort and to assign responsibility to one person for the management of a product line or brand. • The product management system operates in the majority of all consumer packaged goods industries. A study indicates that 72% of consumer firms and 52% of the industrial firms were satisfied with the way the product