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ABOUT THE BOOK:-
The book, now in its second edition, continues to elucidate the concepts and topics of Product Policy and Brand Management in concise and clear manner. The book is divided into four parts: Part 1 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 manager and the product planning system and strategies. Part 2 on New Product Development shows what are the barriers faced while developing a new product, the test marketing stages and its alternatives, launching of the product, future trends of product management and success stories. Part 3 on Brand Management defines branding, branding decisions, brand equity, brand identity and brand positioning. Part 4 gives an analytical and practical insight on the discussed concepts with the help of Live Case Studies. The book is primarily intended for the students of MBA, MMS and ME/MTech (Industrial Management). Besides, would also be useful for the professional managers as well. New to this edition, the new edition is incorporated with 11 new cases on, Tracking of a Product Launch Long-run Market Share Estimation Conversion of a Commodity to a Brand New Product Development Approach to a food product Portfolio Matrix Application.ISBN - 9788120346369
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