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The book presents the concepts of product policy management and brand management in an easy-to-understand style. It gives a clear-cut distinction between a product and a brand.
The book is divided into four parts: Part I on Fundamentals of Product Management throws light on the concepts of product and its management, role of product managers, product life cycle, diffusion models, developing a product portfolio and the product planning system and strategies. Part II on New Product Development and its Barriers discusses development of new products, test marketing and its alternatives, launching of the product, future trends of product management and barriers of success. Part III on Brand Management provides definition and meaning of brand, brand management, branding decisions, brand equity, brand identity, and brand positioning and the last Part IV provides live case studies.
The book is primarily designed for MBA, MMS and ME/M.Tech (Industrial Management) students. It would also be useful to professional managers.
KEY FEATURES :
Gives mathematical and descriptive models.
Provides case studies to enable the students to understand how theory is applied into practice.
End-of-chapter review questions help students reinforce their conceptual understanding of the subject.isbn-9788120340756
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Pages : 288
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