Product management

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'Product Management' uses the marketing plan as the unifying framework for its lessons, which cover three major tasks: analysing the market, developing objectives and strategies for the product or service in question, making decisions on price, advertising, promotion, channels of distribution, and service.

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Title Statements

Full title :Product management / Donald R. Lehmann, Russell S. Winer.

Summary

Edition Statements

Publication Date:2005.
Edition:4th ed

Publication Statements

Publisher(s):McGraw-Hill/Irwin
Place of Publication:Boston
Language:eng
Publication Date:2005.

The Physical Object

Description:xvi, 494 pages : : illustrations ; : 24 cm.

Edition Identifiers

ISBN:0072865989, 9780072865981
oclc:ocm55518401
LC Classification:HF5415.15
Dewey Decimal:658.5/6

Ch. 1. Introduction to product management -- Ch. 2. Marketing planning -- Ch. 3. Defining the competitive set -- Ch. 4. Category attractiveness analysis -- Ch. 5. Competitor analysis -- Ch. 6. Customer analysis -- Ch. 7. Market potential and sales forecasting -- Ch. 8. Developing product strategy -- Ch. 9. New products -- Ch. 10. Pricing decisions -- Ch. 11. Advertising decisions -- Ch. 12. Promotions -- Ch. 13. Channel management -- Ch. 14. Customer relationship management -- Ch. 15. Financial analysis for product management -- Ch. 16. Marketing metrics.