PRODUCT MANAGEMENT IN INDIAPHI Learning Pvt. Ltd., 19 Des 2007 - 452 halaman This completely revised and updated text, now in its Third Edition, continues to explain the underlying concepts of product management. In the process, the book equips the budding as well as the practising managers with sufficient knowledge about how to deal with different problems faced in managing any typical fast moving consumer good or durable product. Divided into three parts, the book provides, in Part I, a macro perspective of the Indian market. Part II offers an analytical discussion interspersed with vivid illustrations on conceptual issues like branding, segmentation, positioning and differentiation. Part III features several new products; it also provides latest information on the products presented in the earlier edition. In addition, it analyzes the current market situation prevailing for a particular product in India. Finally, here, each chapter shows how leading companies are successfully marketing the particular product in the Indian market. WHAT IS NEW IN THIS EDITION : The new edition incorporates the challenges offered by many new trends like growth of modern trade, explosion of the media, and the increasing influence of rural market in India. Chapters on The Indian Market: Emerging Panorama, and New Marketing Challenges expose the students to contemporary concepts and examples. Part III offers new chapters on market analysis on products such as Tea, Soft Drinks, Chocolates, Malted Beverages, Packaged Drinking Water, Tooth-Paste, Detergents, Fairness Cream, Footwear, Mobile Phones, and Digital Camera. Besides, it gives up-to-date background information for other products covered in the earlier edition. The Student CD contains a set of PowerPoint Presentations (PPTs) of 20 products. This well-established study has been widely adopted as a textbook in MBA programmes across the country. The Third Edition is more profusely illustrated with exhibits, diagrams and PPTs, and should be of immense utility and worth to the students of management as well as practising brand managers and executives in the advertising arena. |
Isi
Assessing New Competition and Strategic Response 2233 | |
Product ManagementA Preview 3450 | |
Product Management | |
Market Segmentation 7682 | |
Positionin and Differentiation trate ies 83106 | |
New Products Planning 107129 | |
Structure and Strategy 130145 | |
Detergents 264277 | |
Shampoo 278286 | |
Fairness Creams 287291 | |
Footwear 300311 | |
Mobile Phones 312320 | |
Digital Cameras 321332 | |
Motorcycles 333342 | |
Refrigerators 343353 | |
Advertising Planning 146166 | |
Pricing Concepts and Strategies 167177 | |
Sales Management 178194 | |
Marketing Research 195198 | |
Soft Drinks 221233 | |
Chocolates 234241 | |
Malted Beverages 242247 | |
Toothpaste 248253 | |
Air Qonditioners 354361 | |
Paints 362371 | |
Colour Television 372382 | |
Passenger Qars 383407 | |
Marketing Challenges 408417 | |
Edisi yang lain - Lihat semua
Istilah dan frasa umum
advertising Bajaj Bajaj Auto benefits brand equity brand name buyers buying campaign cent channels chocolate colour company’s competition consumer’s consumers cost cream crore customers Dabur demand detergent differentiation digital camera distribution durables example EXHIBIT factors FMCG footwear forecast growth Hero Honda Hero Honda CBZ Hindustan Unilever Honda City income increase India Indian market industry innovative lakh launched lifestyle litres major manufacturers market in India market segments market share marketing mix marketing strategy Maruti million mobile models modern trade Nirma Nokia offering outlets pack packaging paints passenger car penetration PepsiCo phones players popular positioning strategy premium segment promotion purchase range refrigerators retail rural market Samsung selling shampoo shikakai soap soft drinks success Surf Excel target Tata Tata Motors toothpaste trend urban users variants Videocon volume watch