Part I: The theoretical foundations
Competition and product strategy
The product in theory and practice
Buyer behaviour
The product life cycle in theory and practice
Product portfolios

Part II: New product development
The importance, nature and management of the new product development process
New product strategy
Idea management for new product development
Screening new product ideas
Concept development and testing
Business analysis
Product testing

Part III: Product management
Commercialization: test marketing and launching the new product
Managing growth
Managing the mature product

Part IV: Product elimination
Controlling the product line: an overview of the deletion decision
Reaching the decision to delete a product
Implementing the deletion decision
Reprise

From new product development to product elimination, this book holistically covers the entire product life cycle, including analysis of new product innovation strategy, new product ideas screening, product testing, managing growing and mature products, and product deletion. The nature and practice of these processes are central to the firm's overall strategy for competitiveness, and this book repeatedly emphasises the fundamental relationship between the success of a product and the survival of the firm. Whether they are studying at undergraduate, postgraduate or MBA levels, students will find this book essential to their understanding of this important subject area. Provides a comprehensive review of the principles and practices of the product life cycle, giving readers full understanding of the subject.

Contains original insights and ideas based on the author's practical experience, which give a real world context to the subject.

Illustrated with European case studies at the end of every chapter to ensure readers think practically.

Learning objectives to guide students through each topic.

Revision questions to test understanding.