Product management / Donald R. Lehmann
By: Lehmann, Donald R
Contributor(s): Winer, Russell S. -- author
Material type:
TextLanguage: English Series: McGraw-Hill/Irwin series in marketingPublisher: Boston : McGraw-Hill/Irwin, 2005Edition: 4th editionDescription: xvi, 494 p. : ill. ; 24 cmISBN: 9780070603486 (pbk.)Subject(s): Product Management. Customer Analysis. Developing product strategyDDC classification: 658.56 LEH
Contents:
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.
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WeSchool, Bangalore | 658.56 LEH (Browse shelf) | Available | B002621 |
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| 658.56 KOL Well Designed : How to Use Empathy to Create Products People Love | 658.56 LEH Product Management | 658.56 LEH Product Management | 658.56 LEH Product management / | 658.56 LEH Product Management | 658.56 MAJ Product Management in India | 658.56 MAJ Product Management in India |
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.
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