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

By: Contributor(s): Material type: TextLanguage: English Series: The Irwin series in marketingPublication details: Boston : McGraw-Hill - Irwin, 2002 Edition: 3rd edDescription: xxv, 502 pISBN:
  • 0070275491
Subject(s): DDC classification:
  • 658.5/6
LOC classification:
  • HF 5415.15  L523p 2002
Summary: Introduction to product management, 1. -- Marketing planning, 28. -- Defining the competitive set, 52. -- Category attractiveness analysis, 77. -- Competitor analysis, 101. -- Customer analysis, 142. -- Market potential and sales forecasting, 198. -- Developing product strategy, 237. -- New products, 269. -- Pricing decisions, 302. -- Advertising decisions, 337. -- Promotions, 372. -- Channel management, 401. -- Service and direct customer-based marketing, 423. -- Financial analysis for product management, 458. -- Marketing metrics, 481
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Holdings
Item type Current library Home library Collection Shelving location Call number Copy number Status Barcode
Libro Biblioteca Juan Bosch Biblioteca Juan Bosch Ciencias Sociales Ciencias Sociales (3er. Piso) HF 5415.15 L523p 2002 (Browse shelf(Opens below)) 1 Available 00000006982

Introduction to product management, 1. -- Marketing planning, 28. -- Defining the competitive set, 52. -- Category attractiveness analysis, 77. -- Competitor analysis, 101. -- Customer analysis, 142. -- Market potential and sales forecasting, 198. -- Developing product strategy, 237. -- New products, 269. -- Pricing decisions, 302. -- Advertising decisions, 337. -- Promotions, 372. -- Channel management, 401. -- Service and direct customer-based marketing, 423. -- Financial analysis for product management, 458. -- Marketing metrics, 481

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