Author | Lehmann, Donald R |
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Title | Product management / Donald R. Lehmann, Russell S. Winer |
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Imprint |
Boston : McGraw-Hill/Irwin, 2002 |
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Edition |
3rd ed |
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Descript |
xxv, 502 p. : ill. ; 24 cm |
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CONTENT
Introduction to product management -- Marketing planning -- Defining the competitive set -- Category attractiveness analysis -- Competitor analysis -- Customer analysis -- Market potential and sale forcasting -- Developing product strategy -- New products -- Pricing decisions -- Advertising decisions -- Promotions -- Channel management -- Services and direct customer-based marketing -- Financing analysis for product management -- Marketing metrics
SUBJECT
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Product management
LOCATION | CALL# | STATUS |
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Central Library (4th Floor) | 658.56 L523P |
CHECK SHELVES
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Chula Business School Library | 658.56 L523P 2002 |
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Transportation Institute Library | HF5415.15 .L44P 2002 |
CHECK SHELVES
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Chula Business School Library | 658.56 L523P 2002 |
CHECK SHELVES
|