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Reseña del editor
The book, now in its third edition, continues to elucidate the concepts and topics of Product Policy and Brand Management in a concise and clear manner. The text has been further enriched by introducing nine more case studies based on the power of branding, positioning of the brands, repositioning and pricing strategy. The book has been systematically 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" explains the challenges that are faced by a new product during its development, the test marketing stages and its alternatives, launching a 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. Whereas, Part IV exclusively includes 30 live case studies that provide an analytical and practical insights to the readers on the discussed concepts. The text is primarily intended for the students of MBA, MMS, and ME/MTech (Industrial Management). Besides, the book is also a valuable source for practising managers. The new edition of the book incorporates nine new cases on:*1. Power Branding*2. Keo Karpin Hair Oil*3. Which Butter is Better*4. Positioning a Detergent Bar Between Bar Soap and Detergent Cake*5. Repositioning of Tea Brands*6. Price War over Bottled Mineral Water Industry*7. Delight-Increasing the Power of Milk*8. Product and Technological Obsolescence: A Story of Turnaround by Eastman Kodak*9. Two Wheeler Industry in India
Biografía del autor
A.K. Chitale, Ph.D., is former Director and Academic Advisor, GSIMR, Indore. Dr. Chitale has more than four decades of teaching and research experience in Mechanical Engineering and Production Engineering. He has authored a number of books on these subjects. Of these, Product Design and Manufacturing, Materials Management: Text and Cases, Product Policy and Brand Management and Organizational Behaviour: Text and Cases have been published by PHI Learning, Delhi. 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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- VerlagPHI Learning
- Erscheinungsdatum2016
- ISBN 10 8120352602
- ISBN 13 9788120352605
- EinbandTapa blanda
- SpracheEnglisch
- Anzahl der Seiten320
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Product Policy and Brand Management Text and Cases
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paperback. Zustand: Very Good. Product Policy and Brand Management Text and Cases This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. . Artikel-Nr. 7719-9788120352605
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