000			01098cam a2200205Mc 4500
999			_c2440 _d2440
020			_a0072865989
020			_a9780072865981
020			_a0071238328
020			_a9780071238328
050		4	_aHF5415.15 _b.L53
100	1		_aLehmann, Donald R.
245	1	0	_aProduct management _cDonald R. Lehmann, Russell S. Winer.
250			_a4th ed.
260			_aBoston, Mass. _bMcGraw-Hill/Irwin _c2005.
300			_aXVI, 494 s. _billustrations.
505	0		_aCh. 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.
650		0	_aProduct management.
700	1		_aWiner, Russell S.
942			_cBK