Editorial: ESIC Editorial
Colección: Cuadernos de documentación
Número de páginas: 80 págs. 29.7 x 21.0 cm
Fecha de edición: 01-02-2010
EAN: 9788473566360
ISBN: 978-84-7356-636-0
Precio (sin IVA): 7,69 €
Precio (IVA incluído): 8,00 €
A comprehensive knowledge of the product, considered as an essential variable in modern marketing, is a must in order to match right strategic decisions. The product and their inter-relations with other marketing variables (Such as, price, distribution and communications), are the essentials of today’s Marketing Management This summary about Product Management is focused in both perspectives: strategic and operational. Product configuration is to be analyzed under a global point of view (Item/service-Brand-Positioning) as well as every element linked with the product and the product range. We will link the product concept with every strategic implication: Product life Cycle, Range analysis, Growing and competitive strategies as well as Product launch. We will go across as well the chances for different marketing decisions.