From new product development to product elimination, this book holistically covers the entire product life cycle, including analysis of new product innovation strategy, new product ideas screening, product testing, managing growing and mature products, aTable of Contents: Part I The theoretical foundations 1. Competition and product strategy 2. The product in theory and practice 3. Buyer behaviour 4. The product life cycle in theory and practice 5. Product portfolios Part II New product development 6. The importanc