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Product and Services Management
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Product and Services Management


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Marketing

April 2006 | 280 pages | SAGE Publications Ltd
Product and Services Management provides a holistic approach to the study of product and services management. Authors George Avlonitis and Paulina Papastathopoulou look 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.

Product and Services Management is written for undergraduate and graduate students of business administration who are pursuing courses in marketing, product portfolio management, new product development and product policy.

is written for undergraduate and graduate students of business administration who are pursuing courses in marketing, product portfolio management, new product development and product policy.
 
Product as an Economic Variable
 
Types of Product Decisions
 
Product Life Cycle and Marketing Strategy
 
Evaluation of Product/Service Portfolio
 
New Product/Service Development and Portfolio Models
 
Pre-Development Activities of New Products and Services
 
Development, Testing and Launching New Products and Services
 
Successful Adoption and Diffusion of New Products and Services
 
Identification and Revitalization of Weak Products and Services
 
Evaluation of Weak Products/Services and Elimination Strategies
 
Organizational Arrangements for Developing, Managing and Eliminating Products and Services

This is a well written and structured book. However, it is more suitable for innovation and management students, rather than marketing students. This book can be improved by linking theory to practice using specific case studies in each chapter.

Dr Nima Heirati
Newcastle University Business School, Newcastle University
January 29, 2013

Book contains relevant material for course.Excellent source of information for product and services development.

Mr Bertrand Gillett
Business Administration , Corozal Junior College
January 15, 2010

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Sample Materials & Chapters

Pdf file of chapter 2

Pdf file of chapter 1


George J Avlonitis

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. More About Author

Paulina Papastathopoulou

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.... More About Author

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ISBN: 9781412908658
£ 42.99
ISBN: 9781412908641
£ 128.00

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