TY  - BOOK
AU  - Lehmann, Donald R.
AU  - Winer, Russell S. -- author
TI  - Product management
SN  - 9780070603486 (pbk.)
U1  - 658.56 LEH 
PY  - 2005///
CY  - Boston : 
PB  - McGraw-Hill/Irwin, 
KW  - Product Management
KW  - Customer Analysis
KW  - Developing product strategy
N1  -  	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
ER  -