Product Marketing – A Cambridge Marketing Handbook
This Handbook explores the nature of a product, looking at how it should fit with the marketplace. It deals primarily with how to craft a strong value-proposition, as seen by customers, and how to compile the business case, as seen by the selling organisation, and includes chapters on portfolio management and branding. The book then takes a look at the time-line of a product, examining what has to be done in practice, from idea-gathering, through product development and launch, to product maintenance and eventual withdrawal.
About the Author
Tony Wilson is a Chartered Marketer and a Fellow of Cambridge Marketing College, where he is Director of the Marketing for High Technology programme, and the B2B CIM Professional Diploma and Certificate programmes, and a senior tutor. He has over 25 years in marketing and through his own consultancy, helps technology-based companies to make effective marketing and selling strategies, and to define and install business processes for their execution.