TY  - BOOK
AU  - Lehmann,Donald R.
AU  - Winer,Russell S.
TI  - Product management
SN  - 0072865989
AV  - HF5415.15 .L53
PY  - 2005///
CY  - Boston, Mass.
PB  - McGraw-Hill/Irwin
KW  - Product management
N1  - 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
ER  -