Towards Effective Product Management

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.

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