Product management
著者
書誌事項
Product management
（Irwin/McGraw-Hill series in marketing）
McGraw-Hill/Irwin, c2005
4th ed
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
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.
目次
Chapter 1: Introduction to Product ManagementChapter 2: Marketing PlanningChapter 3: Defining the Competitive SetChapter 4: Category Attractiveness AnalysisChapter 5: Competitor AnalysisChapter 6: Customer AnalysisChapter 7: Market Potential and Sales ForecastingChapter 8: Developing Product StrategyChapter 9: New ProductsChapter 10: Pricing DecisionsChapter 11: Advertising DecisionsChapter 12: PromotionsChapter 13: Channel ManagementChapter 14: Service and Direct Customer-Based MarketingChapter 15: Financial Analysis Chapter 16: Marketing Metrics
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