Product Management is becoming an important function of marketing. This book presents a broad perspective of the subject to develop a correct perception about it, and is divided into twenty seven chapters.This is the first attempt by the author to bring out the essential facets of product management. The book contains a mix of text as well as research based articles.This book covers the following topics: v How to be an effective product manager?v Changing job function of product managersv How to select the right product managers?v How to improve the efficiency of resources?v Effective marketing planv New product development and selection procedurev Factors that can influence the success of a brandv Measuring brand equity and valuing brandsv Brand architecturev Concept of UCPv New product introductionRecent campaign promoting purchase of new TV by giving the old one in exchange, initiated by Akai TV, has led to series of copycat reactions by Videocon, BPL, and others. A leader should behave like a leader. Similarly, product manager ofanbsp;...
|Title||:||Product Management and New Product Development|
|Publisher||:||Excel Books India - 2009-01-01|