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 making products and managing them.
Contents :
1. Product: Basic Concepts
2. Marketing Environment for Product and Brand Management
3. Product Planning
4. Product Market Strategies for Leaders, Challengers, Followers
5. Product Life Cycle and Market Evolution
6. New Products: Planning and Development
7. The Creative Spark
8. Designing the Offer
9. Pricing the Offer
10. Concept and Product Testing
11. Test Marketing
12. Budgeting for Products
13. Branding Decisions
14. The Anatomy of a Brand
15. Brand Culture and Brand Rituals
16. Leveraging Brands
17. Brand Equity
18. Brand Building
19. Product and Brand Failures
20. Marketing Organisation
21. Packaging
22. Consumer Protections
23. Case Studies
Bibliography
