Table of Contents: Product management

Bibliographic Details
Main Author:	Anandan, C
Format:	Book
Language:	English
Published:	Chennai, Vijay Nicole Imprints Private Limited 2007
Subjects:	Management Product management Brand management

Table of Contents:

Classification of new products, New products' success and failure, New product development process, Concept development and statistical tools used, Idea screening, Concept testing, Test marketing, Product launch and commercialization, Diffusion of innovation and adoption process, Product life cycle, Product mix, Brand naming strategies, Brand identity, Brand image, Brand personality, Brand positioning and repositioning, Brand loyalty, Brand equity, Line extension, Brand extension, Competitive strategies for local and multinational brands, Strategies against private labels, Portfolio models to analyze brands and business entities, Brand harvesting, Recent developments in brand management.