xxiii, 291 p. : ill. ; 23 cm.

Machine generated contents note: pt. I Product Development and Portfolio Analysis Tools -- ch. 1 The Product Life Cycle -- Learning Objectives -- Introduction -- Stage 1 Introduction -- Stage 2 Growth -- Stage 3 Maturity -- Stage 4 Decline -- Product Life Cycle Variants -- Operational Matters -- Sum...

Contents note continued: The Generic Product -- The Expected Product -- The Augmented Product -- The Potential Product -- Operational Matters -- Summary -- Exercises -- References -- ch. 5 The Boston Consulting Group's Growth/Share Matrix -- Learning Objectives -- Introduction -- Cash Cows (Low Grow...

Contents note continued: Diversification (New Products, New Markets) -- Operational Matters -- An Updated Version -- Summary -- Exercises -- References -- pt. II Branding and Identity Management Tools -- ch. 8 Schmitt and Simonson's Drivers of Identity Management -- Learning Objectives -- Introducti...

Contents note continued: ch. 11 Lederer and Hill's Brand Portfolio Molecule -- Learning Objectives -- Introduction -- Components of the Brand Portfolio Molecule -- Operational Matters -- Summary -- Exercises -- Reference -- ch. 12 Kevin Lane Keller's Brand Report Card -- Learning Objectives -- Intro...

Contents note continued: ch. 15 Kotler and Trias de Bes's Lateral Marketing Strategy -- Learning Objectives -- Introduction -- The Lateral Marketing Strategy Approach -- Summary -- Exercises -- Reference -- ch. 16 Philip Kotler's Segment-by-Segment Invasion Plan -- Learning Objectives -- Introductio...

Contents note continued: Operational Matters -- Summary -- Exercises -- References -- ch. 20 Everett Rogers's Diffusion of Innovations Model -- Learning Objectives -- Introduction -- Innovators -- Early Adopters -- Early Majority -- Late Majority -- Laggards -- Operational Matters -- Summary -- Exer...

Contents note continued: Step 3 Designing the Brand Experience -- Step 4 Structuring the Customer Interface -- Step 5 Engaging in Continuous Innovation -- Operational Matters -- Summary -- Exercises -- Reference -- ch. 24 Osgood, Suci, and Tannenbaum's Semantic Differential -- Learning Objectives --...

Contents note continued: Operational Matters -- Summary -- Exercises -- Reference -- ch. 28 Lehmann and Winer's Levels of Competition Model -- Learning Objectives -- Introduction -- Product Form Competition -- Product Category Competition -- Generic Competition -- Budget Competition -- Operational M...

Contents note continued: Control of Destiny -- Trust-Based Relationships -- Investment in Employee Success -- Acting Small -- Brand Cultivation -- Generosity -- Operational Matters -- Summary -- Exercises -- Reference -- ch. 32 George Day's Market Orientation Model -- Learning Objectives -- Introduc...

Contents note continued: ch. 35 Philip Kotler's Marketing Plan -- Learning Objectives -- Introduction -- Section 1 Executive Summary and Table of Contents -- Section 2 Current Marketing Situation -- Section 3 Opportunity and Issue Analysis -- Section 4 Objectives -- Section 5 Marketing Strategy -- S...