Product management / S.A. Chunawalla.

Format:

Book

Author/Creator:

Chunawalla, S. A.

Language:

English

Subjects (All):

Production management.

Physical Description:

1 online resource (345 p.)

Edition:

Rev. ed.

Place of Publication:

Mumbai [India] : Himalaya Pub. House, 2009.

Language Note:

English

Summary:

The new millennium begins with an array of new products-swine flu vaccine, anti-cancer drugs, anti-Aids products, powerful netbooks and notebooks, organic food products and so on. Innovation is a prized characteristic for individuals and organizations. The excitement packed into the process of birth of the new products is unfolded in the pages of this book. The products have to be nurtured and nourished from the time they are born till they die. How managers manage the growth of the products has been explained lucidly here. In short, this book is a wholesome summary of all that goes into makin

Contents:

COVER; CONTENTS; PRODUCT: BASIC CONCEPTS; MARKETING ENVIRONMENT FOR PRODUCT AND BRAND MANAGEMENT; PRODUCT PLANNING; PRODUCT MARKET STRATEGIES FOR LEADERS, CHALLENGERS, FOLLOWERS; PRODUCT LIFE CYCLE AND MARKET EVOLUTION; NEW PRODUCTS: PLANNING AND DEVELOPMENT; THE CREATIVE SPARK; DESIGNING THE OFFER; PRICING THE OFFER; CONCEPT AND PRODUCT TESTING; TEST MARKETING; BUDGETING FOR PRODUCTS; BRANDING DECISIONS; THE ANATOMY OF A BRAND; BRAND CULTURE AND BRAND RITUALS; LEVERAGING BRANDS; BRAND EQUITY; BRAND BUILDING; PRODUCT AND BRAND FAILURES; MARKETING ORGANISATION; PACKAGING; CONSUMER PROTECTION

CASE STUDIESBIBLIOGRAPHY

Notes:

Description based upon print version of record.

Description based on publisher supplied metadata and other sources.

Includes bibliographical references (p. 339).

ISBN:

1-282-80159-7

9786612801594

1-4416-6127-1

93-5043-431-8

600-00-2692-7

OCLC:

700692139