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Product Policy and Brand Management

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 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 LaunchLong-run Market Share EstimationConversion of a Commodity to a BrandNew Product Development Approach to a Food ProductPortfolio Matrix Application
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Table of Contents

Contents:PrefacePreface to the First EditionPart I: Fundamentals of Product Management1. Product Policy Management2. Product Manager and Product Management Organization3. Product Life Cycle4. Developing a Product Portfolio: Product Portfolio Analysis5. The Product Planning System and StrategiesPart II: New Product Development and its Barriers6. New Product Development and its Various Phases7. Test Market and Its Alternatives, Product Launch and Commercialization8. Future Trends and Product ManagementPart III: Brand Management9. Brand Management10. Brand Equity11. Brand IdentityPart IV: Live Case Studies12. Case Studies in Product and Brand ManagementIndex

About the Author

A. K. Chitale (PhD) is Academic Advisor, and former Director, Govindram Seksaria Institute of Management and Research, Indore. Earlier, he was Professor and Head, Department of Industrial Engineering and Management, Shri Govindram Seksaria Institute of Technology and Science (SGSITS), Indore. Dr. Chitale has authored several books including Organizational Behaviour: Text and Cases; Materials Management: Text and Cases (2nd ed.); Product Design and Manufacturing (5th ed.), and Textbook of Production Engineering, published by PHI Learning.Ravi Gupta, MBA (Marketing), is Director, Administration, Govindram Seksaria Institute of Management and Research, Indore and former Director, International Institute of Retail Management, Indore. Earlier, he was Registrar and Faculty of Advertising and Brand Management, Govindram Seksaria Institute of Management and Research, Indore.

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