Goods Analysis and Product Strategy in

A blank spot of marketing management is revealed by the author of this book and highlighted by offering a methodology for the calculation of product utility. To have a better understanding in supporting decisions on product strategy in marketing P. Tomcsanyl suggests a tool in goods analysis. The knowledge of product competitiveness calculated on the basis of utility contributes to strategic planning for product development. This methodology can be well applied in any section of industry, in agriculture, in trading and in profit and nonprofit services. Decision analytical tools can help to have a more realistic modeling of value judgment in the market.

Preface and acknowledgements
Introduction	p. 1
The practical application of goods analysis and product strategy	p. 37
The methodology of goods analysis	p. 39
Product strategic aspects in marketing	p. 89
Building the product strategy: its connections with tactics and research	p. 131
The methodological foundations of goods analysis and product strategy (a detailed description of the methods and special considerations)	p. 141
The interpretation and application of utility effect	p. 143
Product categories, properties, quality	p. 152
The elements of quantification and calculation	p. 161
The measurement of preference	p. 178
The complex index and weighting	p. 194
The synthetic economic index number and goods analysis	p. 205
Planning and analysis of product assortment	p. 238
The methodological of foundations of planning strategic marketing	p. 251
Appendix	p. 263
Table of Contents provided by Blackwell. All Rights Reserved.

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

FREE SHIPPING

Rent More, Save More! Use code: BBRENTAL

5% off 1 book, 7% off 2 books, 10% off 3+ books

Goods Analysis and Product Strategy in Marketing

Summary

Table of Contents

Supplemental Materials