PRODUCT management
PRODUCT management
Although the classic brand management system, initiated by Procter & Gamble, has worked well for many decades, it is often not so effective in dealing with today’s emerging market complexities, competitive...
Many firms create a brand strategy in order to inject structure and discipline into their business, but they may end up creating confusion, because the portfolio they devise is disjointed. In Brand Portfolio Strategy,...
Intellectual property is the sum of the distinct components that make up a brand and the brand’s campaign. These components include the product or service’s name, logo, slogan, script of the commercial, music that...
Bringing New Products to Market details the differences in product planning in various sizes and types of companies. This work provides clear, long-lasting insights into the whole new-product marketing process: how to...
If knowledge is power, then knowledge shared is knowledge multiplied. For many years, the knowledge that Buckman Laboratories, an international specialty chemical company in business since 1945, brought to its...
Marketing is in crisis mode, for the model for marketing, as it stands today, is obsolete. Customers have developed a resistance to marketing that is only going to grow. The crisis spawned by consumer resistance...
While more and more companies are interested in matrix organization structures, they can be challenging to implement. Jay R. Galbraith wrote Designing Matrix Organizations That Actually Work to demonstrate the...
In Flipped, John Winsor describes how companies can use bottom-up marketing strategies to co-create new products and services with their customers. With the advent of Facebook, Twitter, and other...
Focus is defined as concentrating energy on something, achieving a distinct vision, or attending to the right thing. Focus is purposeful, not accidental; and it is different than giving attention to something....
All businesses, institutions, governments, and cultures either grow through innovation and change or die without them. Businesses must be flexible in the face of change and able to develop products quickly and...
