This text presents a complete overview of the key issues and activities of the 1990s in product and brand management. Providing approaches and insights, the book should help managers handle products and brands more effectively and profitably in all business sectors. Key features of the book include: comprehensive coverage of all key strategy and implementation issues, designed to be used and applied in a practical context; coverage of all product groups - industrial, consumer and services; and concentration on job effectiveness and on improving product and profit performance. The book is aimed at all managers responsible for, or directly handling product-marketing issues and improving product performance. It also provides a source of information for new or aspiring product managers, or for marketing and/or business studies students.