by Luis Sánchez Villa · ESIC Editorial · tapa dura · ISBN 9788473566391
VAT included
Hamelyn quality guarantee · checked and verified, or your money back
This book, 'Product Management', is an essential guide to understanding the variables of modern marketing and strategic decision-making. It explores the interrelationship between price, distribution, and communication in marketing management. It focuses on both strategic and operational approaches, analyzing product characteristics from a global perspective, including physical elements, services, packaging, and brands. It connects the product with strategic implications such as the life cycle, range analysis, basic market strategies, and the launch of new products. It includes topics such as the product as a commercial variable, analysis and management of the product portfolio, the product life cycle, product portfolio strategies, and product innovation.
