About Book:

          Marketing function has been redefined with the emergence of multiple communication channels, global brands, the Internet as an enabler of distribution of products and services, and due to aggressive marketing by companies from emergent economies. In today’s competitive scenario, traditional marketing tools like the 4Ps are not yielding results for managers. Further, markets and customer segments are getting increasingly fragmented, posing a great challenge for marketers to create suitable offerings and target customers.

        Product Management has gained importance in the recent past since it provides marketers with a new tool in the post mass-marketing era. Today it has gone beyond basis issues like product features and physical characteristics. Issues such as mass customization, customer relationship management, innovation, branding, life cycle strategies, and information systems have gained importance as a result of changing customer expectations. To facilitate the product focus, the product manager integrates the various functions in an effective manner. And traditional practices such as competitive strategy, distribution, pricing, and new product development have been revolutionized through modern practices.

         This book aims at providing with a comprehensive approach to ensure proper understanding of Product Management and equip them with the ability to apply the product management techniques. It presents the concepts in an easy to understand manner shorn of jargon and needlessly confusing terminologies. Each chapter is well researched and the findings of scholars and management writers have been referred to ensure that the content is rich and contemporary. This distinguishing feature of this book is the focus on all contemporary concepts of Product Management and large number of illustrative examples.