In today’s competitive milieu, the product promotion function, along with continuous product innovation and speed of execution, is very important as a critical parameter for a company’s success. Product Management involves designing customized products to fit the exact needs of individual customers. This comprehensive book focuses on the critical issues of product management that enable better product performance in the marketplace. It deals with many new products that straddle across Indian and global markets to give a broad and clear perspective of the current competitive marketing scenario. The text covers such topics as competitive product development and product life cycle strategies, innovation, branding, pricing, segmentation, targeting, positioning, CRM, modern product management tools, and various other issues.
Key Features :
Provides a clear understanding of managing the product category, and product life cycle.
Focuses on the present Indian marketing scenario. Illustrations and websites are provided to acquaint the readers with the latest product information.
Gives 20 Case Studies that cover all the critical aspects of product management.
Provides Assignments at the end of each chapter to lend a practical touch to the subject.
Intended primarily as a text for the postgraduate students of Management, the book will also prove to be a useful learning tool for the students of Marketing and Commerce. Besides, the strategies discussed in the book can be good takeaways for practising managers, and for those interested in learning about Product Management.About the AuthorKAUSHIK MUKERJEE, Ph.D., is Associate Dean, ICFAI Business School (IBS), Pune. He has directed the development of over 100 case studies which are now being used by various universities and institutions around the world for research purposes. Dr Kaushik Mukerjee’s areas of interest include Product Management, Business Strategy, Customer Relationship Management, Services Marketing, and Marketing Management. He has published over 50 articles in related topics, and his books Customer Relationship Management—A Strategic Approach to Marketing, Business Management in a Nutshell, CRM Implementation—A Strategic Approach have been well received by the readers.
