COVER -- CONTENTS -- PRODUCT: BASIC CONCEPTS -- MARKETING ENVIRONMENT FOR PRODUCT AND BRAND MANAGEMENT -- PRODUCT PLANNING -- PRODUCT MARKET STRATEGIES FOR LEADERS, 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 -- THE ANATOMY OF A BRAND -- BRAND CULTURE AND BRAND RITUALS -- LEVERAGING BRANDS -- BRAND EQUITY -- BRAND BUILDING -- PRODUCT AND BRAND FAILURES -- MARKETING ORGANISATION -- PACKAGING -- CONSUMER PROTECTION -- CASE STUDIES -- BIBLIOGRAPHY.