In today's competitive retail environment, where new products are being introduced daily, how do you attract customer attention to your new product, and how do you manage its success? Product Management 2e provides, in a very readable way, guidelines to designing customer-centric products that fit the exact needs of an individual customer, and how to manage these products. It recognises that a product manager needs to maximise the value of a product, oversee all aspects of a product line in order to deliver superior customer satisfaction, and coordinate production with an understanding of the markets and the customers needs, while simultaneously providing a long-term competitive advantage for the company.