000			01220nam a2200205Ia 4500
008			140814s9999 xx 000 0 und d
020			_a9780070603486 (pbk.)
041			_aEnglish
082			_a658.56 LEH
100			_aLehmann, Donald R.
245			_aProduct management / _cDonald R. Lehmann
250			_a4th edition
260			_aBoston : _bMcGraw-Hill/Irwin, _c2005.
300			_axvi, 494 p. : _bill. ; _c24 cm.
440			_aMcGraw-Hill/Irwin series in marketing.
505			_a 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.
650			_aProduct Management. _aCustomer Analysis. _aDeveloping product strategy.
700			_aWiner, Russell S. -- author
942			_c1
999			_c11490 _d11490