Lehmann, Donald R. creator Winer, Russell S. 1951- text mau Boston McGraw-Hill - Irwin 2002 3rd ed. monographic eng

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xxv, 502 p. 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 Donald R. Lehmann, Russell S. Winer Gestión de productos HF 5415.15 L523p 2002 658.5/6 0070275491 060907 20230410115618.0 spa