Product management / Donald R. Lehmann, Russell S. Winer.
By: Lehmann, Donald R [author.].
Contributor(s): Winer, Russell S.
Series: McGraw-Hill/Irwin series in marketing. Publisher: New Delhi : Boston ; McGraw-Hill/Irwin, 2005Edition: 4th ed.Description: xvi, 494 p. : ill. ; 24 cm.ISBN: 9780070603486 (pbk.); 0072865989 (alk. paper).Subject(s): Product managementDDC classification: 658.56 Online resources: Publisher description and content page| Item type | Current location | Call number | Copy number | Status | Date due |
|---|---|---|---|---|---|
Monograph
|
Indian Institute of Management Udaipur C3/3 | 658.56 (Browse shelf) | 1 | Available |
Includes bibliographical references and indexes.
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
Appendix A
Name Index
Subject Index
Product Management doesn't just take you through the steps required to develop and sell a product or service-it employs a hands-on approach that gives you direct insight into how product management works in diverse markets. Other strengths that make Product management the best book. taken from the publisher's site.
There are no comments for this item.