Product Management (McGraw-Hill/Irwin Series in Marketing) / Edition 4 available in Hardcover
- Pub. Date:
- McGraw-Hill Companies, The
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.
Table of ContentsChapter 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