Product management
Lehmann, Donald R.
Product management Donald R. Lehmann, Russell S. Winer. - 4th ed. - Boston, Mass. McGraw-Hill/Irwin 2005. - XVI, 494 s. illustrations.
Ch. 1. Introduction to product management -- Ch. 2. Marketing planning -- Ch. 3. Defining the competitive set -- Ch. 4. Category attractiveness analysis -- Ch. 5. Competitor analysis -- Ch. 6. Customer analysis -- Ch. 7. Market potential and sales forecasting -- Ch. 8. Developing product strategy -- Ch. 9. New products -- Ch. 10. Pricing decisions -- Ch. 11. Advertising decisions -- Ch. 12. Promotions -- Ch. 13. Channel management -- Ch. 14. Customer relationship management -- Ch. 15. Financial analysis for product management -- Ch. 16. Marketing metrics.
0072865989 9780072865981 0071238328 9780071238328
Product management.
HF5415.15 / .L53
Product management Donald R. Lehmann, Russell S. Winer. - 4th ed. - Boston, Mass. McGraw-Hill/Irwin 2005. - XVI, 494 s. illustrations.
Ch. 1. Introduction to product management -- Ch. 2. Marketing planning -- Ch. 3. Defining the competitive set -- Ch. 4. Category attractiveness analysis -- Ch. 5. Competitor analysis -- Ch. 6. Customer analysis -- Ch. 7. Market potential and sales forecasting -- Ch. 8. Developing product strategy -- Ch. 9. New products -- Ch. 10. Pricing decisions -- Ch. 11. Advertising decisions -- Ch. 12. Promotions -- Ch. 13. Channel management -- Ch. 14. Customer relationship management -- Ch. 15. Financial analysis for product management -- Ch. 16. Marketing metrics.
0072865989 9780072865981 0071238328 9780071238328
Product management.
HF5415.15 / .L53