Chapter 2
Managing More than One Product
IN THIS CHAPTER
Working with the life cycle of the product or service
Discovering ways to grow
Managing the products in your portfolio
Expanding online
Buying out a business competitor
Watching over a product or service as it makes its way through the cold, cruel marketplace is an awesome responsibility. It requires a major commitment of time and resources, as well as a great deal of careful planning. First, you have to understand what’s required for the product to be successful. Which attributes and aspects should you stress? How do you make sure that people take notice (and like what they see)? What must you do to support and guide your product or service along the way, getting it into the right hands? You want to take advantage of opportunities as they appear. At the same time, you have to worry about the threats and competitive pressures that are lurking out there.
Does this sound a lot like rearing a child? Well, your product’s your baby, ...
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