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
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.