A summary of product policy

The purpose of the first topics is to present the elements that make up the product offer and the different types of products, concepts that will be used later when explaining brand and packaging strategies. In this first part, an attempt is made to integrate the classic definitions of goods, products and services with those used in marketing.
This is followed by an analysis of the product portfolio and how to manage it. Management involves setting objectives and elaborating and developing strategies at the operational level to achieve them. To this end, the fundamentals and limitations of the models and theories that serve as tools for the manager are explained.
The strategies that emerge from the analysis are framed within the corporate strategies, which set the limits of their scope. For this reason, a summary is made of each one of them and special attention is paid to the creation, development and launching of new products and to the relationships in the company between the areas of Marketing, Design and Production.
Topic 7 deals with very specific issues related to this subject, such as: the measurement of the quality of services, the latest trends in marketing strategies and creativity techniques that can be used for the development of new products.
Finally, in topic 8, some of the functions of product managers are presented, extracted from company job offers, which close the process of product policy synthesis started with the knowledge and design of the offer.

INDEX
theme 1. the product as a marketing variable
Topic 2. THE PRODUCT MIX
Analysis of a range of products
TOOLS FOR MANAGING A PRODUCT PORTFOLIO Topic 5.
Topic 5. PRODUCT PORTFOLIO MANAGEMENT: MARKETING STRATEGIES
Topic 6. CREATING, DEVELOPING AND LAUNCHING NEW PRODUCTS
MEASURING THE QUALITY OF A SERVICE. RELATIONSHIP MARKETING.
CREATIVITY
Topic 8. Product managers
APPENDIX: Legal aspects of branding.
BIBLIOGRAPHY