Product Policy And Brand Management

Product Policy And Brand Management

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Product Specifications

Publisher PHI Learning All MBA books by PHI Learning
ISBN 9788120346369
Author: A K Chitale And Ravi Gupta
Number of Pages 308
Edition Second Edition
Available in all digital devices
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About The Book Product Policy And Brand Management

Book Summary:

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 partsPart 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 manager, and the product planning system and strategies. Part II 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 III on Brand Management defines branding, branding decisions, brand equity, brand identity, and brand positioning. Part IV 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 packed 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

Table of Contents:

Preface Preface to the First Edition

Part I: Fundamentals of Product Management

1. Product Policy Management

2. Product Manager and Product Management Organization

3. Product Life Cycle

4. Developing a Product Portfolio: Product Portfolio Analysis

5. The Product Planning System and Strategies

Part II: New Product Development and its Barriers

6. New Product Development and its Various Phases

7. Test Market and Its Alternatives, Product Launch and Commercialization

8. Future Trends and Product Management

Part III: Brand Management

9. Brand Management

10. Brand Equity

11. Brand Identity

Part IV: Live Case Studies

12. Case Studies in Product and Brand Management