1st Edition

Introduction to Product Management Theory and Practice

    268 Pages 83 B/W Illustrations
    by Routledge India

    268 Pages 83 B/W Illustrations
    by Routledge India

    Consumer and industrial products have evolved significantly over the last century, from physical to virtual products, services, and hybrid products. Product management has had to change and adapt to the rapidly changing business environments. This textbook offers an in-depth look into the role, what the job entails and what skills it requires.

    Product managers are required to manage the ideation, development, production, marketing and distribution of a product. This book:

    ·         highlights the content and skills required to be an effective product manager including strategy, marketing management, technology, project management and design;

    ·         provides frameworks for developing and executing effective strategies throughout the lifecycle of a product with the help of case studies and examples;

    ·         highlights the unique considerations and processes underpinning digital product creation; and

    ·         explores marketing strategies including various channels for digital marketing and how product managers can use these effectively.

    Detailed and lucid, this book will be of interest to teachers and students of product management, brand management, management and business studies.

    1. Introduction to Product Management 2. Market and Product Planning 3. Market Scanning 4. Product Proposition and Feasibility 5. Product Design 6. Product Development: Digital Products & Services 7. Production and Scaling of Industrial Products 8. Marketing Enablement 9. Digital Marketing 10. Sales Enablement 11. Customer Service Enablement 12. Data Strategy 13. Project and Program Management 14. Ethics & Compliance, risks and change management 15. Technology Foundation and Scaling 16. Careers in Product Management 17. Case Studies


    Srinivas R. Pingali is an Adjunct Professor of business policy and strategy at the Indian Institute of Management, Udaipur. He has over 30 years of experience in product development and innovation and sales and marketing in multinational and entrepreneurial companies. His research focuses on technology adoption by SMEs and consumers.

    Shankar Prakash is Adjunct Professor of operations management, quantitative methods, and information systems at the Indian Institute of Management, Udaipur.   He teaches courses on digital technologies, artificial intelligence and the future of work, and the internet of things to MBA students and industry professionals. Shankar conducts practice-oriented research in the interdisciplinary field of MFAx (Marketing, Finance, and Accounting Interchange), utilizing artificial intelligence and deep neural network techniques for knowledge synthesis.

    Jyothi R. Korem works at Mahindra University as Professor of Practice. She was previously Managing Director in technology strategy and advisory practice with Accenture. She has more than 25 years of experience in leading technology-led business transformation engagements across various industries in different parts of the world. She has led more than 40 business transformation engagements including a billion-dollar transformation program for a public service organization. She worked closely with CXOs in various industries across geographies during her years of experience covering the IT services value chain from transformation to outsourcing.

    Kiran Pedada is an Assistant Professor of Marketing and F. Ross Johnson Fellow at the Asper School of Business at the University of Manitoba, Canada. He is also a visiting professor at the Indian School of Business (ISB), where he was previously a permanent faculty in marketing. In the Fall of 2018, he was a Visiting Scholar in Marketing at the  Kenan-Flagler Business School at the University of North Carolina, USA. He has also served as a faculty member of the Goldman Sachs 10,000 Women Ambassadors Program.   His research is centered on marketing strategy, with a focus on the financial and social impact of marketing, marketing organisation, marketing strategies for digital environments, and emerging markets.