ABSTRACT
This chapter introduces the concept of product management from a retailer’s viewpoint. It provides an overview of what retail product management entails, and how this relates to other management operations within a retail business organisation. Retail product management is incorporated at various levels within a retail organisation.The strategic level is where long-term product management objectives are set out and the contribution of the product range to the overall retail positioning strategy is established.The operational level is where those strategic objectives become translated into processes and operations that are carried out by product management teams and at the end of the product management process the product meets its consumer in the retail outlet.
