Product management
著者
書誌事項
Product management
（The Irwin series in marketing）
Irwin, c1997
2nd ed
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
Product Management, 2/e is a text made for the future, or current, product manager. This book is not purely academic, but also integrates practical results from academic research that are not readily available to practicing managers. This meticulously updated text will prove to be a market leader. Lehmann differs from our 1997 edition of Crawford's New Products Management in that Lehmann focuses on managing existing products and Crawford focuses on new products.
目次
1. Introduction to Product Management2. Marketing Planning3. Defining Competition4. Category Attractiveness Analysis5. Competitor Analysis6. Customer Analysis7. Market Potential and Forecasting8. Developing Product Strategy9. Managing New Products10. Pricing Decisions11. Advertising Decisions12. Promotion Decision13. Channel Management, Customer Contact, and the Product Manager14. Managing Service Quality15. Financial Analysis for Product Management 16. Product Management: Back to the Future
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