Product Policy and Brand Management: Text and Cases

The book "Product Policy and Brand Management" is a comprehensive guide to understanding the concepts and topics of product policy and brand management. It has been updated to include more case studies based on various mobile phones, smartphones, generic drugs, and pharmaceuticals, as well as new product development, branding of foods, and their positioning and pricing strategy. The book is divided into four parts: Fundamentals of Product Management, New Product Development and Its Barriers, Brand Management, and Live Case Studies. It is intended for students of MBA, MMS, and ME/MTech (Industrial Management), as well as practicing managers.

Format: Paperback / softback
Length: 391 pages
Publication date: 30 November 2020
Publisher: PHI Learning

• Mobile Phones and Smartphones
• Generic Drugs and Pharmaceuticals
• New Product Development
• Branding of Foods
• Their Positioning and Pricing Strategy

The book, now in its fourth edition, continues to provide a comprehensive and concise explanation of the concepts and topics related to Product Policy and Brand Management. To enhance the learning experience, the text has been enriched with additional case studies based on various mobile phones and smartphones, as well as on generic drugs and pharmaceuticals. These case studies serve to illustrate and emphasize the branding process, offering valuable insights into the development and management of products.

The book is organized into four parts, each dedicated to a specific aspect of product management and brand management. Part I, Fundamentals of Product Management, delves into the fundamental concepts of product and its management, the role of product managers, the product life cycle, diffusion models, and the development of a product manager. It also explores the product planning system and strategies.

Part II, New Product Development and Its Barriers, addresses the challenges faced by a new product during its development, the various stages of test marketing, and the alternatives available. It also discusses the process of launching a product, explores future trends in product management, and showcases success stories.

Part III, Brand Management, defines branding, branding decisions, brand equity, brand identity, and brand positioning. It provides a comprehensive understanding of these critical aspects of product and brand management.

Part IV, "Live Case Studies," is a unique feature of the book. It exclusively includes 40 live cases that provide analytical and practical insights to the readers on the discussed concepts. These cases cover a wide range of industries and offer real-world examples of successful product and brand management strategies.

The text is primarily designed for students pursuing MBA, MMS, and ME/MTech (Industrial Management) programs. It serves as a valuable resource for both students and practicing managers seeking to enhance their knowledge and skills in product and brand management.

In addition to the comprehensive content, the Fourth Edition of the book includes a Glossary related to product management and brand management at the end. This glossary provides a concise summary of key terms and concepts, aiding in the understanding and comprehension of the topics covered in the book.

Furthermore, the book has been updated to incorporate ten new Case Studies on various topics, including mobile phones and smartphones, generic drugs and pharmaceuticals, new product development, branding of foods, their positioning and pricing strategy. These case studies provide a fresh perspective and real-world examples to reinforce the theoretical concepts discussed earlier.

To further enhance the learning experience, the book offers instructor's resources such as PPTs (PowerPoint presentations). These resources can be used by instructors to supplement classroom teaching and facilitate interactive learning.

In conclusion, the Fourth Edition of Product Policy and Brand Management by Gupta is an essential resource for students, practicing managers, and anyone interested in gaining a deeper understanding of product and brand management. With its comprehensive content, practical case studies, and updated instructor's resources, the book provides a comprehensive and up-to-date guide to the field. Whether you are a student seeking to expand your knowledge or a professional looking to enhance your skills, this book is a valuable asset.

Weight: 552g
Dimension: 161 x 242 x 22 (mm)
ISBN-13: 9789389347500
Edition number: 4 Revised edition