Product management /
Lehmann, Donald R.
Product management / Donald R. Lehmann, Russell S. Winer - 3rd ed. - Boston : McGraw-Hill/Irwin, c2002 - xxv, 502 p. : illus ; 24 cm. - McGraw-Hill/Irwin series in marketing .
Introduction to product management -- Marketing planning -- Defining the competitive set -- Category attractiveness analysis -- Competitor analysis -- Customer analysis -- Market potential and sales forecasting -- Developing product strategy -- New products -- Pricing decisions -- Advertising decisions -- Promotions -- Channel management -- Services and direct customer-based marketing -- Financing analysis for product management -- Marketing metrics
0070275491
Product management.
658.56 / L523P
Product management / Donald R. Lehmann, Russell S. Winer - 3rd ed. - Boston : McGraw-Hill/Irwin, c2002 - xxv, 502 p. : illus ; 24 cm. - McGraw-Hill/Irwin series in marketing .
Introduction to product management -- Marketing planning -- Defining the competitive set -- Category attractiveness analysis -- Competitor analysis -- Customer analysis -- Market potential and sales forecasting -- Developing product strategy -- New products -- Pricing decisions -- Advertising decisions -- Promotions -- Channel management -- Services and direct customer-based marketing -- Financing analysis for product management -- Marketing metrics
0070275491
Product management.
658.56 / L523P
