Product and Services Management

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SAGE, Apr 11, 2006 - Business & Economics - 280 pages
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`A text that successfully bridges the gap between academic theorizing and practitioner applicability because it uses multiple real-world examples/mini-cases of management techniques to illustrate the well-researched academic theoretical foundations of the book' - Creativity and Innovation Management

`A complete and useful treatment of the domain of product and service decisions. This book is unique in its treatment, dealing with product and service portfolio evaluation, new product/service development and product/service elimination in an integrated manner. Enlivened by many mini-cases, the book provides a soup-to-nuts approach that will prove very attractive for students and be a valuable reference for managers as well. Highly recommended' - Gary L Lilien, Distinguished Research Professor of Management Science, Penn State University

`Product and Services Management (PSM) is a welcome, up to date summary of the key issues facing firms in developing and refreshing their portfolios. The examples and cases bring the academic arguments clearly into focus and demonstrate the crucial role of PSM in leading the overall strategy of the firm' -

Professor Graham Hooley, Senior Pro-Vice-Chancellor, Aston University, Birmingham

`Managers responsible for and students interested in product portfolio decisions previously had to consult several sources for obtaining up-to-date information; books on new product development, articles on service development, readers on product management, and frameworks for product evaluation and termination. With the book Product and Services Management the reader obtains four-in-one. Avlonitis and Papastathopoulou reveal in a compelling and comprehensive manner why product decisions are the cornerstone of modern marketing and business, and illustrate the theory with numerous mini-cases from Europe and elsewhere. A must read for everyone with a passion for products' - Dr Erik Jan Hultink, Professor of New Product Marketing, Delft University of Technology

This book provides a holistic approach to the study of product and services management. It looks at the key milestones within a product's or service life cycle and considers in detail three crucial areas within product management, namely product/service portfolio evaluation, new product/service development and product/service elimination.

Based on research conducted in Europe and North America, this book includes revealing cases studies that will help students make important connections between theory and practice.

The pedagogical features provided in each chapter include chapter introduction, summary, questions and a further reading section. Additional material for instructors include PowerPoint slides and indicative answers to each chapter's questions.

This book is written for undergraduate and postgraduate students of business administration who are pursuing courses in marketing, product portfolio management, new product development and product policy.

 

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Contents

Chapter 1 The Product as an Economic Variable
1
Chapter 2 Types or Product Decisions
19
Chapter 3 Product Life Cycle and Marketing Strategy
43
Chapter 4 Evaluation of ProductService Portfolio
62
Chapter 5 New ProductService Development and Portfolio Models
82
Chapter 6 PreDevelopment Activities of New Products and Services
101
Chapter 7 Development Testing and Launching New Products and Services
119
Chapter 8 Successful Adoption and Diffusion of New Products and Services
146
Chapter 9 Identification and Revitalization of Weak Products and Services
175
Chapter 10 Evaluation of Weak ProductsServices and Elimination Strategies
198
Chapter 11 Organizational Arrangements for Developing Managing and Eliminating Products and Services
226
New Product Budget
250
Index
262
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About the author (2006)

Professor George J. Avlonitis PhD is Chairman at the Department of Marketing and Communication at the Athens University of Economics and Business (AUEB). He is also Director of both the Marketing Laboratory (The Athens Laboratory for Research in Marketing - A.LA.R.M.) and the Postgraduate Program “Marketing and Communication with New Technologies” of the same Department.

Dr. Paulina Papastathopoulou is an Assistant Professor of Marketing in the Department of Marketing and Communication of the Athens University of Economics and Business. She received her B.Sc., M.B.A. and Ph.D. from the Athens University of Economics and Business. Her research interests include product policy and especially new product/service development, brand alliances of companies and non-profit organisations, social corporate responsibility and consumer behaviour. Her work has been published in the proceedings of International Conferences like EMAC, AMS and AMA, as well as various journals including the Journal of Product Innovation Management, Industrial Marketing Management, European Journal of Marketing and Journal of Services Marketing among others. In collaboration with other colleagues she has published three books in Greek and one book in English (Sage Publications, London). In addition, she has been involved in a considerable number of consulting as well as EU-funded projects. Dr. Papastathopoulou is a member of the Greek ?arketing Academy and the European Marketing Academy, in which she has been elected as National Representative of Greece for the periods 2007-2010 and 2010-2013. She is also appointed as Editor of the EMAC Newsletter (2008-2010).

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