Cambridge Marketing Handbook: Products

Cambridge Marketing Handbook: Products

by Tony Wilson
     
 

Written in two parts, this handbook provides a reference for practitioners, and for those who are wishing 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

Overview

Written in two parts, this handbook provides a reference for practitioners, and for those who are wishing 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 organisation, including chapters on portfolio management and branding. The second part covers the time-line 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 business-to-business and business-to-consumer contexts, the book examines the different emphasis that is needed for the different categories of product in each.

Product Details

ISBN-13:
9780749470753
Publisher:
Kogan Page, Ltd
Publication date:
09/28/2014
Pages:
192

Meet the Author

Tony Wilson has over 25 years' experience working for international high technology companies, mostly in strategic marketing, product management and strategic selling. Through his own consulting company, he works with technology-based companies to develop effective marketing and selling strategies, and to define and install business processes for their execution. He help his clients reduce their risk and increase their chances of business success by applying strategic commercial focus. Tony is a Fellow of Cambridge Marketing College, Director of their Marketing for High Technology program, as well as their B2B pathway CIM Professional Diploma.

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