Product Management

ISBN Number : 978-93-5024-952-9

Student Price : Rs.290

Student Dollar Price : 12$

Library Price : Rs.850

Library Dollar Price : 34$

Book Edition : Second

Year of Publication : 2015

No. Of Pages : 288

Book Weight :396

About The Book

Product Management is evolving as a major discipline considering the fact that marketing is now given thrust by the companies. In order to survive on the long run in the industry, it is imperative that products with proven quality and promotional efforts are needed. This has been clearly justified by the brands like Lux, Lifebuoy, Godrej, Usha, etc. There are many aspects of product management that needs a clear attention. The book details every single aspect of them, starting from the concept of products to its evolution into a brand. Why organizations need a product, the market segmentation and the differentiation it is about to create, the analysis of the demand and based on the forecast what products will survive and what needs to be taken off is introduces in this book. The chapter on new product management and the need for understanding product life cycle gives a clear indication of the importance assigned to new products in organizations. The branding aspects in terms of brand management, brand differentiation, brand extension and brand equity are dealt in detail. This book introduces the Chandrasekar Action Attitude model for global brand building which won the gold medal for the best paper in the Indian Commerce Association by the author. This book is intended for the students of marketing, product management professionals and the researchers who will benefit from the vast reporting of the examples and applications. There are 13 case studies related to product management and branding. These case studies also can be taken up for discussions in the classroom as well in organizations.

 

Contents :

1. Product Management Concepts
2. Demand Planning and Forecasting
3. Market Segmentation
4. Product Planning
5. Product Positioning
6. Product Differentiation
7. Product Deletions
8. Product Life Cycle
9. Product Portfolio Analysis
10. New Product Management Concept
11. New Product Development
12. New Product Launch
13. Concept in Branding
14. Brand Positioning
15. Brand Extensions
16. Brand Equity
17. Packaging
18. Case Studies

About The Author

Dr. K.S. Chandrasekar passed from BITS, Pilani with B.Pharm. (Hons.) and MBA distinction and rank from School of Management (BSMED), Bharathiar University, Coimbatore. He was the first doctorate in Management from Alagappa University and obtained Post Doctorate from Commonwealth Open University. Recipient of Certificate in Proficiency in Entrepreneurship Teaching from ISB, Hyderabad. He is currently the Director of one of the seven best b-schools in the university system Institute of Management in Kerala (IMK), University of Kerala (as per CSR 2009) and holding State Bank of Travancore, Chair Professor in Management Incharge, University of Kerala since 30/01/2008. He is also the Director, Centre for Management Education and Entrepreneurship Development (C-MEE) and Chairman, Board of Studies in Business Management, visiting Professor, Commonwealth Open University, Spain and UK since 9/2/2002. He served at Alagappa University and also with HLL Lifecare Limited, Trivandrum as Regional Marketing Manager. Now additionally holding the charge of Academic Coordinator for the MBA (Distance Learning Programme) of University of Kerala. He was awarded the Amity best Academician Award 2008, Amity University, New Delhi, and Gold medal winner and the Best Business Academic of the Year (BBAY) 2006, Indian Commerce Association, Andhra University, Visakhapatnam, Andhra Pradesh. On official visit, he had travelled to UAE, Thailand, Singapore, Kuwait. Oman and Sri Lanka. He has written three books in Marketing and 20 study materials. He has published 12 international articles and 54 national articles. He was the chairman in four international seminars including one at Sri Lanka and presented research papers in 51 national seminars and 16 international seminars. He has successfully guided 12 research scholars in obtaining Ph.D. in management studies and currently he is guiding about 25 research scholars in various universities.

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