Synopsis The first edition on “Product Management” deals with seventeen chapters. It mainly discusses the issues involved in product decisions, right from in production to marketing mix, Product Planning, New Product Development Managing PLC, Test Marketing, Market segmentation and selection of target markets, Market Research for New Products, managing Branding and Brand Equity, Product positioning, product failures and so on. The important feature of this book is that it blends theoretical as well as practical assignments of the Product Management in the Indian context and provides a comprehensive coverage of the topic in a readable style.