ISBN-10:
0256214395
ISBN-13:
9780256214390
Pub. Date:
10/01/1996
Publisher:
McGraw-Hill Higher Education
Product Management / Edition 2

Product Management / Edition 2

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Product Details

ISBN-13: 9780256214390
Publisher: McGraw-Hill Higher Education
Publication date: 10/01/1996
Series: Irwin Series in Marketing
Edition description: Older Edition
Pages: 460
Product dimensions: 7.62(w) x 9.57(h) x 0.94(d)

Table of Contents

Chapter 1: Introduction to Product ManagementChapter 2: Marketing Planning Chapter 3: Defining the Competitive Set Chapter 4: Category Attractiveness Analysis Chapter 5: Competitor Analysis Chapter 6: Customer Analysis Chapter 7: Market Potential and Sales Forecasting Chapter 8: Developing Product Strategy Chapter 9: New Products Chapter 10: Pricing Decisions Chapter 11: Advertising Decisions Chapter 12: Promotions Chapter 13: Channel Management Chapter 14: Service and Direct Customer-Based Marketing Chapter 15: Financial Analysis Chapter 16: Marketing Metrics

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