Product management / Donald R. Lehmann and Russell S. Winer.

By:

Lehmann, Donald R

Contributor(s):

Winer, Russell S

Material type: Text

TextSeries: McGraw-Hill/Irwin series in marketingPublication details: Boston : McGraw-Hill/Irwin, c2002.Edition: 3rd edDescription: xxv, 502 p. : ill. ; 24 cmISBN:

0070275491 (alk. paper)

Subject(s):

DDC classification:

658.56 LEH

Online resources:

Contents:

1. Introduction to Product Management 2. Marketing Planning 3. Defining the Competitive Set 4. Category Attractiveness Analysis 5. Competitor Analysis 6. Customer Analysis 7. Market Potential and Sales Forecasting 8. Developing Product Strategy 9. New Products 10. Pricing Decisions 11. Advertising Decisions 12. Promotions 13. Channel Management 14. Service and Direct Customer-Based Marketing 15. Financial Analysis for Product Management 16. Marketing Metrics

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Item type	Current library	Call number	Copy number	Status	Date due	Barcode	Item holds
Book	Mzumbe University Main Campus Library	658.56 LEH (Browse shelf(Opens below))	1	Available		0066797

Total holds: 0

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Includes bibliographical references and indexes.

1. Introduction to Product Management
2. Marketing Planning
3. Defining the Competitive Set
4. Category Attractiveness Analysis
5. Competitor Analysis
6. Customer Analysis
7. Market Potential and Sales Forecasting
8. Developing Product Strategy
9. New Products
10. Pricing Decisions
11. Advertising Decisions
12. Promotions
13. Channel Management
14. Service and Direct Customer-Based Marketing
15. Financial Analysis for Product Management
16. Marketing Metrics

eng

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