ABSTRACT
In a competitive market, retailers must ensure that products are being managed in a way that is consistent with their overall objectives; product ranges that appeal to customers and provide good levels of return for the retailer, both on a short-term as well as a long-term basis, are the desirable outcome of the product management process.The aim of this chapter is to explore the crucial aspect of monitoring and evaluating product management performance. If operational and strategic objectives are not being achieved, the product management processes being implemented will need to be revisited.
