
Product Management
McGraw Hill Higher Education (Publisher)
4th Edition
Published on 16. October 2004
Book
Paperback/Softback
512 pages
978-0-07-123832-8 (ISBN)
Description
Product Management, 4/e by Lehmann and Winer is a lean, defining text that covers three major tasks facing today's product mangers: analyzing the market, developing objectives and strategies for the product or service in question, and making decisions about price, advertising, promotion, channels of distribution and service. Product Management utilizes the familiar Marketing Plan as the unifying framework for its lessons, and takes a "hands-on" approach toward preparing graduates to assume the position of product manager.
More details
Edition
4th edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Dimensions
Height: 229 mm
Width: 178 mm
Thickness: 25 mm
Weight
930 gr
ISBN-13
978-0-07-123832-8 (9780071238328)
Schweitzer Classification
Persons
The Deputy Dean and William Joyce Professor of Marketing at the Stern School of Business, New York University. He received a B.A. in Economics from Union College (N.Y.) and an M.S. and Ph.D. in Industrial Administration from Carnegie Mellon University. He has been on the faculties of Columbia and Vanderbilt universities and, most recently, the University of California at Berkeley. He has been a visiting faculty member at M.I.T., Stanford University, New York University, Cranfield School of Management (U.K.), the Helsinki School of Economics, the University of Tokyo, and i?cole Nationale des Ponts et Chausi?es.
Content
Chapter 1: Introduction to Product Management Chapter 2: Marketing Planning
Chapter 3: Defining the Competitive Set
Chapter 4: Category Attractiveness Analysis
Chapter 5: Competitor Analysis
Chapter 6: Customer Analysis
Chapter 7: Market Potential and Sales Forecasting
Chapter 8: Developing Product Strategy
Chapter 9: New Products
Chapter 10: Pricing Decisions
Chapter 11: Advertising Decisions
Chapter 12: Promotions
Chapter 13: Channel Management
Chapter 14: Service and Direct Customer-Based Marketing
Chapter 15: Financial Analysis
Chapter 16: Marketing Metrics
Chapter 3: Defining the Competitive Set
Chapter 4: Category Attractiveness Analysis
Chapter 5: Competitor Analysis
Chapter 6: Customer Analysis
Chapter 7: Market Potential and Sales Forecasting
Chapter 8: Developing Product Strategy
Chapter 9: New Products
Chapter 10: Pricing Decisions
Chapter 11: Advertising Decisions
Chapter 12: Promotions
Chapter 13: Channel Management
Chapter 14: Service and Direct Customer-Based Marketing
Chapter 15: Financial Analysis
Chapter 16: Marketing Metrics