Product strategy and management / Baker, Michael John.

packaging and labelling -- The product lifecycle -- Product branding decisions -- Product strategy and

-- Managing R & D projects -- Open innovation and technology transfer -- Product and brand strategy -- New

brand architecture -- 3.2.Brand-name strategy -- 3.3.Brand portfolio -- 3.4.Sub-branding -- 3.5.Brand

pricing? -- Pricing strategy and branding -- Distribution Strategy -- Introduction -- What is distribution

-- Managing R & D projects -- Open innovation and technology transfer -- Product and brand strategy -- New

marketers raise their own game in key areas such as insight, portfolio strategy, positioning and innovation"--

Operations: a systems perspective -- Process types -- Operations strategy -- Process management and

, building a prominent and emotionally appealing identity, implementing a pervasive communication strategy

Introduction : be a brand CEO, not a strategy tourist -- Create an insight springboard -- What are

strategy -- 7. From brand strategy to action -- 8. Winning internal brand engagement -- 9. Tracking

provides a flowchart for progressing the brand building process from strategy through tactics to