haku: @author Reid, D. M. / yhteensä: 6
viite: 5 / 6
| Tekijä: | Reid, D. M. |
| Otsikko: | Towards effective product management. |
| Lehti: | European Journal of Marketing
1988 : VOL. 22:5, p. 32-43 |
| Asiasana: | PRODUCT POLICY MANAGEMENT STYLES |
| Kieli: | eng |
| Tiivistelmä: | Organizational problems caused by product management are discussed. The ground rules for successful product management are examined. Literature about the topic is reviewed, contemporary views are summarized. Product management positions are described. A study involving an in-depth qualitative assessment of four organizations employing 20 product managers in evaluated. Brief descriptions of the product management set-ups within the four companies are presented. Factors influencing the product management task are listed and their effects are compared. Key organizational problems are examined. Improvements are suggested. |
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