Description
Product Management by Cornelius Bothma is an introductory guide to the principles and strategies behind successful product development and management. In an increasingly competitive marketplace, companies rely on strong product management and continuous innovation to meet customer needs and maintain a competitive edge. This book explains how to design customer-centric products by aligning business strategy, market insight, and product development.
The text explores key product management topics including competitive product development, product lifecycle challenges, innovation, branding, pricing strategies, market segmentation, targeting, positioning, and performance metrics. It highlights the responsibility of a product manager to integrate different areas of a business into a cohesive strategy that maximises product value while meeting market demand.
With a focus on real-world application, the book examines product-related issues within a South African business context. Each chapter includes case studies and questions to help readers apply theoretical concepts to practical situations.
Primarily aimed at undergraduate marketing students, this book is also valuable for students in other management disciplines, practising product managers, and professionals involved in areas such as research and development, branding, and logistics.
