Lehmann, Donald R.
Product management / Donald R. Lehmann - 4th edition - Boston : McGraw-Hill/Irwin, 2005. - xvi, 494 p. : ill. ; 24 cm. - McGraw-Hill/Irwin series in marketing. .
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.
9780070603486 (pbk.)
Product Management.
Customer Analysis.
Developing product strategy.
658.56 LEH
Product management / Donald R. Lehmann - 4th edition - Boston : McGraw-Hill/Irwin, 2005. - xvi, 494 p. : ill. ; 24 cm. - McGraw-Hill/Irwin series in marketing. .
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.
9780070603486 (pbk.)
Product Management.
Customer Analysis.
Developing product strategy.
658.56 LEH
