CONTENTS:- Product: Basic Concept; Marketing; Environment for Product and Brand Management; Product Planning; Product Market Strategies for Leader, Challengers, Followers; Product life cycle and Market Evolution; New Products; Planning and Development; The Creative Spark Designing the Offer; Pricing the Offer Concept and product testing; Test Marketing; Budgeting for Products; Branding Decisions Brand Image; Brand Identity; Brand Personality; Brand Positioning; Brand Culture and Brand Rituals; Leveraging Brand; Brand Equity; Brand Building; Product and Brand Failure; Marketing Organization; Reality Environment of Brands; Packaging; Case Studies.
