TY  - BOOK
AU  - Lehmann,Donald R.
AU  - Winer,Russell S.
TI  - Product management
T2  - McGraw-Hill/Irwin series in marketing
SN  - 0070275491
U1  - 658.56 
PY  - 2002///
CY  - Boston
PB  - McGraw-Hill/Irwin
KW  - Product management
N1  - 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
ER  -