Product Life Cycles and Product Management

(Hardback)

Publishing Details

Classifications

Physical Properties

Description

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.

Reviews

This volume by Onkvisit and Shaw is unique because of its full-length treatment of the product life-cycle concept. This well-known concept is discussed in cursory manner in practically all books on marketing, marketing management, and allied fields. The concept also forms a basis for marketing planning and long-range forecasting and has, thus, been incorporated into many journal articles. The presentation is nontechnical, management oriented, and supported with numerous references to actual marketing situations. The authors include a number of helpful exhibits and pertinent chapter bibliographies. Recommended reading for students in any area of marketing and forecasting. Also recommended for marketing practitioners and general business or management students who would benefit from a brief update in product management thinking.-Choice
"This volume by Onkvisit and Shaw is unique because of its full-length treatment of the product life-cycle concept. This well-known concept is discussed in cursory manner in practically all books on marketing, marketing management, and allied fields. The concept also forms a basis for marketing planning and long-range forecasting and has, thus, been incorporated into many journal articles. The presentation is nontechnical, management oriented, and supported with numerous references to actual marketing situations. The authors include a number of helpful exhibits and pertinent chapter bibliographies. Recommended reading for students in any area of marketing and forecasting. Also recommended for marketing practitioners and general business or management students who would benefit from a brief update in product management thinking."-Choice

Author Bio

SAK ONKVISIT is Associate Professor of Marketing at San Jose State University. JOHN J. SHAW is Associate Professor of Marketing at Providence College.