Product Management

Name: Product Management
Price: 5.37 USD
Availability: InStock
ISBN: 9780256214390

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.

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