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Product Management, 2ed, Anandan
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ISBN
:
9780070153240
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Publisher
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Tata Mcgraw Hill Education Private Limited
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Subject
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Encyclopaedias & Reference Works
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Binding
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Paperback
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Pages
:
288
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Description
A good book for 'B' & 'C' category management institutes. Key Features: Presents conceptual orientation Explains statistical tools used in each concept Provides Indian examples throughout Covers recent developments in product management like co-branding, brand mergers, cult brands and so on.
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Author Biography
: Dr. C Anandan Director, Sardar Vallabhbhai Patel Institute of Textile Management, Coimbatore. Table of Content: PART I-NEW PRODUCT DEVELOPMENT Chapter 1. Classification of New ProductsChapter 2. New Products? Success and FailureChapter 3. New Product Development ProcessChapter 4. Concept Development and Statistical Tools UsedChapter 5. Idea ScreeningChapter 6. Concept TestingChapter 7. Test MarketingChapter 8. Product Launch and CommercializationChapter 9. Diffusion of Innovation and Adoption ProcessChapter 10. Product Life CyclePART II-BRAND MANAGEMENTChapter 11. Product MixChapter 12. Brand Naming StrategiesChapter 13. Brand IdentityChapter 14. Brand ImageChapter 15. Brand PersonalityChapter 16. Brand Positioning and RepositioningChapter 17. Brand LoyaltyChapter 18. Brand EquityChapter 19. Line ExtensionChapter 20. Brand ExtensionChapter 21. Competitive Strategies for Local and Multinational brandsChapter 22. Strategies against Private LabelsChapter 23. Portfolio Models to Analyze Brands and Business Entities
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