Towards Effective Product Management
David M. Reid
(University of Edinburgh)
420
Abstract
Few companies derive the potential benefits from product management. This is because insufficient foundational work is devoted to integrate the product management system into an organisational framework where the functions may work effectively. Four companies are examined and steps to ease the difficulties frequently encountered are proposed.
Keywords
Citation
Reid, D.M. (1988), "Towards Effective Product Management", European Journal of Marketing, Vol. 22 No. 5, pp. 32-43. https://doi.org/10.1108/EUM0000000005284
Publisher
:MCB UP Ltd
Copyright © 1988, MCB UP Limited