Product Management
Published on 1. July 1997
Book
Paperback/Softback
512 pages
978-0-07-115424-6 (ISBN)
Description
Focusing on product management, this text integrates practical results from academic research not readily available to pracitising managers. It centres on managing existing products and has a new chapter on managing new products. The book includes combined coverage of brand equity, brand extension, category management and information technology. It is suitable for undergraduates, graduates and future or current product managers.
More details
Edition
International 2 Revised ed
Language
English
Place of publication
London
United Kingdom
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Professional and scholarly
Illustrations
Illustrations
Dimensions
Height: 230 mm
Weight
940 gr
ISBN-13
978-0-07-115424-6 (9780071154246)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Donald Lehmann | Russell Winer
Product Management
Book
08/2001
3rd Edition
McGraw-Hill Professional
€53.31
Article is exhausted; no reprint
Content
Introduction to product management; marketing planning; defining competition; category attractiveness analysis; competitor analysis; customer analysis; market potential and forecasting; developing product strategy; managing new products; pricing decisions; advertising decisions; promotion decision; channel management, customer contact and the product manager; managing service quality; financial analysis for product management; product management; back to the future.