The long-awaited second edition of Baker and Hart’s Product Strategy and Management expertly analyses the nature of product strategy and the management of the entire product life cycle, from new product development to product elimination.

The nature and practice of the life cycle are central to the firm’s overall strategy for competitiveness. The authors repeatedly emphasize the fact that without product strategy and management there would be no markets, no customers, no competition - and therefore no marketing.

Exploring the fundamental relationship between the success of a product and the survival of the firm, the book employs an innovative four-part structure:

Part 1 – The theoretical foundations

Part 2 – New product development

Part 3 – Product management

Part 4 – Product elimination

Whether studying at undergraduate, postgraduate or MBA levels, students will find this book essential to their understanding of this increasingly important subject area.