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Product management / Donald R. Lehmann, Russell S. Winer
Material type:
TextSeries: Publication details: Boston : McGraw-Hill/Irwin, c2002Edition: 3rd edDescription: xxv, 502 p. : illus ; 24 cmISBN: - 0070275491
- 658.56 L523P
Partial contents:
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
| Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
General Book
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PBRU Library บรรณราชฯ ชั้น 4 | หนังสือภาษาอังกฤษ ชั้น 4 | 658.56 L523P (Browse shelf(Opens below)) | 1 | Available | 1000102170 |
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
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