01190nam a2200241   4500003000800000005001700008007000300025008004100028020001500069040001700084041000800101050002800109082001200137100002300149245006200172250001200234260004800246300001600294440003400310520054700344650002700891700003000918BJBSDDR20230410115618.0ta060907s2002    mau                 eng    a0070275491  bspacBJBSDDR  aeng14aHF 5415.15 bL523p 2002  a658.5/61 aLehmann, Donald R.1 aProduct management /cDonald R. Lehmann, Russell S. Winer  a3rd ed.  aBoston :bMcGraw-Hill  - Irwin,c2002        axxv, 502 p.  aThe Irwin series in marketing  aIntroduction 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 4aGestión de productos1 aWiner, Russell S.,d1951-