Product Management (McGraw-Hill/Irwin Series in Marketing) / Edition 4

Product Management (McGraw-Hill/Irwin Series in Marketing) / Edition 4

by Donald R. Lehmann, Russell S Winer, Russell S. Winer
     
 

Product Management, 4/e by Lehmann and Winer is a lean, defining text that covers three major tasks facing today's product mangers: analyzing the market, developing objectives and strategies for the product or service in question, and making decisions about price, advertising, promotion, channels of distribution and service. Product Management utilizes the… See more details below

Overview

Product Management, 4/e by Lehmann and Winer is a lean, defining text that covers three major tasks facing today's product mangers: analyzing the market, developing objectives and strategies for the product or service in question, and making decisions about price, advertising, promotion, channels of distribution and service. Product Management utilizes the familiar Marketing Plan as the unifying framework for its lessons, and takes a �hands-on� approach toward preparing graduates to assume the position of product manager.

Product Details

ISBN-13:
9780072865981
Publisher:
McGraw-Hill Companies, The
Publication date:
08/06/2004
Series:
McGraw-Hill/Irwin Series in Marketing
Edition description:
Subsequent
Pages:
512
Product dimensions:
7.00(w) x 9.00(h) x 1.00(d)

Related Subjects

Table of Contents

Ch. 1Introduction to product management1
Ch. 2Marketing planning26
Ch. 3Defining the competitive set49
Ch. 4Category attractiveness analysis74
Ch. 5Competitor analysis97
Ch. 6Customer analysis139
Ch. 7Market potential and sales forecasting187
Ch. 8Developing product strategy226
Ch. 9New products257
Ch. 10Pricing decisions291
Ch. 11Advertising decisions324
Ch. 12Promotions359
Ch. 13Channel management388
Ch. 14Customer relationship management414
Ch. 15Financial analysis for product management441
Ch. 16Marketing metrics464

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