Pub. Date:
Product Life Cycles and Product Management

Product Life Cycles and Product Management

by Sak Onkvisit, John J. Shaw


Choose Expedited Shipping at checkout for delivery by Friday, September 24


This book provides—for the first time in a single source—a complete—and systematic treatment of the varying perspectives and dimensions of product management. Onkvisit and Shaw focus on product management and decision making within a product life cycle context, integrating theory, applications, and managerial implications to provide product managers, corporate planners, and entrepreneurs with a balanced, meaningful framework for strategic decisions. Throughout, examples of actual products and company strategies are used to illustrate the authors' points.

Following an introductory chapter on the nature and types of products—such as product vs. commodity—and what constitutes a product from the consumer's and management's viewpoint, the authors demonstrate how to formulate appropriate marketing strategies for a variety of market situations. Unusually comprehensive in scope, the book devotes separate chapters to demographic trends and their marketing implications, the evolution of pricing and marketing strategies as the product moves through its life cycle stages, the diffusion of innovations and the adoption process for new products, and the international product life cycle and strategies for meeting foreign competition. An important resource for product managers and marketing professionals, this book is also an ideal text for business school courses in product and marketing management.

Related collections and offers

Product Details

ISBN-13: 9780899303192
Publisher: ABC-CLIO, Incorporated
Publication date: 03/27/1989
Pages: 172
Product dimensions: 6.14(w) x 9.21(h) x 0.44(d)

About the Author

SAK ONKVISIT is Associate Professor of Marketing at San Jose State University.

JOHN J. SHAW is Associate Professor of Marketing at Providence College.

Table of Contents


Framework for Product Planning

Basic Product Decisions

Product Development

Consumer Characteristics and Behavior


Diffusion of Innovations

Product Life Cycle Management

Product Life Cycle: The Marketing Mix

Product Life Cycle: Other Competitive Strategies

International Dimension

International Product Life Cycle


Customer Reviews