Author | Lehmann, Donald R |
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Title | Product management / Donald R. Lehmann and Russell S. Winer |
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Imprint |
New York : Irwin/Mcgraw-Hill, c1997 |
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Edition |
1st ed |
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Descript |
xix, 460 p. : ill. ; 23 cm |
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CONTENT
Introduction to product management -- Marketing planning -- Defining the compatative set -- Category attractiveness analysis -- Competitor analysis -- customer analysis -- Market potential and forecasting -- developing product strategy -- New products -- Pricing decisions -- advertising decisions -- channel management, customer contact, and the product manager -- Managing service quality -- Financial analysis for product management -- Product management: back to the future
SUBJECT
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product management
LOCATION | CALL# | STATUS |
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Chula Business School Library | 658.56 L523P 1997 |
CHECK SHELVES
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