Brand and Product Management
Introduction
Saleh AlShebil seeks advice on textbooks for a single course on both product and brand management
I’ve been teaching a course lately on Product & Brand Management and I seem to be having a hard time finding a book that does justice to both topics. I did some research and found that some schools offer actually 2 separate courses: Product Management/New Product Development and Strategic Brand Management. Even those who use the same title (Product & Brand Management), end up focusing on one more than the other and sometimes it’s on Brand Management. I tend to split the course into two parts and thus I wanted to ask if any of our colleagues has taught the course and if they have any suggestions especially for a book that does justice to both topics equally.
Best regards
Saleh AlShebil, Ph.D.
Assistant Professor of Marketing
King Fahd University of Petroleum & Minerals
PO Box 5074
Dhahran 31261, Saudi Arabia
Tel: +9663-8607558
Fax: +9663-8602544
email: shebil@kfupm.edu.sa