Please note: In order to keep Hive up to date and provide users with the best features, we are no longer able to fully support Internet Explorer. The site is still available to you, however some sections of the site may appear broken. We would encourage you to move to a more modern browser like Firefox, Edge or Chrome in order to experience the site fully.

Supporting your high street Find out how »
Product Policy and Brand Management : Text and Cases, Paperback / softback Book

Product Policy and Brand Management : Text and Cases Paperback / softback

Paperback / softback

Out of stock

Description

The book, now in its fourth 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 more case studies based on various mobile phones and smartphones as well as on generic drugs and pharmaceuticals to explain and highlight the concept of branding process.

In addition, there are case studies on new product development, branding of foods, their positioning 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 and Its Barriers"" 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 "Live Case Studies" exclusively includes 40 live cases that provide 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 practicing managers. Visit https://www.phindia.com/Product_Policy_Brand_Management_Gupta for instructor's resource (PPTs). New to the Fourth EditionThe Fourth Edition introduces Glossary related to product management and brand management at the end of the book.

Besides, it incorporates ten new Case Studies on:1. Davaindia's Customer Benefit through Unbranded2. Patanjali Food Products-Benefits from Wide Portfolio3.

Review of Some Cola Brands 4. Ice Cream Technology and Some Brands5. Mixed Product Market Strategy of Narang Steels (1991-2007-2019)6.

New Product Development-Mosquito Net Medicines 7. Om Namkeen-A World Class Brand in Namkeen Industry8.

The Story of Nano9. Introduction and Working of Mobile Phones10. Working and Evolution of Mobile Phone Brands

Information

Other Formats

Save 15%

£25.95

£21.89

Out of stock
Add to Basket
Sign in to add to wishlist
 
Free Home Delivery

on all orders

 
Pick up orders

from local bookshops

Information