TY  - BOOK
AU  - Lehmann,Donald R.
AU  - Winer,Russell S.
TI  - Product management
SN  - 0070275491
AV  - HF 5415.15  L523p 2002
U1  - 658.5/6 
PY  - 2002///
CY  - Boston
PB  - McGraw-Hill  - Irwin
KW  - Gestión de productos
N2  - 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
ER  -