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 pageItem 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.
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