chapter  2
Managing and Developing an Organisation’s Product Portfolio
Pages 16

By the end of this chapter you will be able to: ■ Evaluate the main marketing tools used to manage individual products

and product portfolios ■ Apply product management tools and techniques in various

organisational contexts

INTRODUCTION In this Chapter readers will be shown the advantages of strategic product management and, at the same time, will be asked to consider the limitations and how this might be managed. A variety of different techniques will be explored including Product Life Cycle, BCG Matrix, and the GE Matrix. They will equip the reader with a number of options in achieving effective product management and this will be set in various contexts.