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Product Management

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ISBN-10: 0256214395

ISBN-13: 9780256214390

Edition: 2nd 1997

Authors: Donald R. Lehmann, Russell S. Winer

List price: $90.00
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Description:

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.
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Book details

List price: $90.00
Edition: 2nd
Copyright year: 1997
Publisher: McGraw-Hill Higher Education
Binding: Book, Other 
Pages: 512
Size: 7.75" wide x 9.75" long x 1.25" tall
Weight: 2.244
Language: English

Introduction to Product Management
Marketing Planning
Defining the Competitive Set
Category Attractiveness Analysis
Competitor Analysis
Customer Analysis
Market Potential and Sales Forecasting
Developing Product Strategy
New Products
Pricing Decisions
Advertising Decisions
Promotions
Channel Management
Service and Direct Customer-Based Marketing
Financial Analysis
Marketing Metrics