This book is written for undergraduate and postgraduate students of business administration who are pursuing courses in marketing, product portfolio management, new product development and product policy.
Professor George J. Avlonitis PhD is Chairman at the Department of Marketing and Communication at the Athens University of Economics and Business (AUEB). He is also Director of both the Marketing Laboratory (The Athens Laboratory for Research in Marketing - A.LA.R.M.) and the Postgraduate Program "Marketing and Communication with New Technologies" of the same Department. Dr. Paulina Papastathopoulou is an Assistant Professor of Marketing in the Department of Marketing and Communication of the Athens University of Economics and Business. She received her B.Sc., M.B.A. and Ph.D. from the Athens University of Economics and Business. Her research interests include product policy and especially new product/service development, brand alliances of companies and non-profit organisations, social corporate responsibility and consumer behaviour. Her work has been published in the proceedings of International Conferences like EMAC, AMS and AMA, as well as various journals including the Journal of Product Innovation Management, Industrial Marketing Management, European Journal of Marketing and Journal of Services Marketing among others. In collaboration with other colleagues she has published three books in Greek and one book in English (Sage Publications, London). In addition, she has been involved in a considerable number of consulting as well as EU-funded projects. Dr. Papastathopoulou is a member of the Greek ?arketing Academy and the European Marketing Academy, in which she has been elected as National Representative of Greece for the periods 2007-2010 and 2010-2013. She is also appointed as Editor of the EMAC Newsletter (2008-2010).
Product as an Economic Variable Types of Product Decisions Product Life Cycle and Marketing Strategy Evaluation of Product/Service Portfolio New Product/Service Development and Portfolio Models Pre-Development Activities of New Products and Services Development, Testing and Launching New Products and Services Successful Adoption and Diffusion of New Products and Services Identification and Revitalization of Weak Products and Services Evaluation of Weak Products/Services and Elimination Strategies Organizational Arrangements for Developing, Managing and Eliminating Products and Services
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- ID: 9781412908641
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