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Product Management

Lehmann, Donald Winer, Russell
Heftet / 2004 / Engelsk

Produktdetaljer

ISBN
9780071238328
Publisert
2004-10-16
Utgave
4. utgave
Utgiver
Vendor
McGraw Hill Higher Education
Vekt
930 gr
Høyde
229 mm
Bredde
178 mm
Dybde
25 mm
Aldersnivå
U, 05
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
512

Forfatter
Lehmann, Donald
Winer, Russell

Biographical note

The Deputy Dean and William Joyce Professor of Marketing at the Stern School of Business, New York University. He received a B.A. in Economics from Union College (N.Y.) and an M.S. and Ph.D. in Industrial Administration from Carnegie Mellon University. He has been on the faculties of Columbia and Vanderbilt universities and, most recently, the University of California at Berkeley. He has been a visiting faculty member at M.I.T., Stanford University, New York University, Cranfield School of Management (U.K.), the Helsinki School of Economics, the University of Tokyo, and ï¿cole Nationale des Ponts et Chausï¿es.

Product Management

Lehmann, Donald Winer, Russell
Heftet / 2004 / Engelsk
Lehmann, Donald Winer, Russell
Heftet / 2004 / Engelsk
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Product Management, 4/e by Lehmann and Winer is a lean, defining text that covers three major tasks facing today’s product mangers: analyzing the market, developing objectives and strategies for the product or service in question, and making decisions about price, advertising, promotion, channels of distribution and service. Product Management utilizes the familiar Marketing Plan as the unifying framework for its lessons, and takes a “hands-on” approach toward preparing graduates to assume the position of product manager.
Les mer
Covers three major tasks facing product mangers: analyzing the market, developing objectives and strategies for the product or service in question, and making decisions about price, advertising, promotion, channels of distribution and service. This work utilizes the familiar Marketing Plan as the unifying framework for its lessons.
Les mer
Chapter 1: Introduction to Product Management Chapter 2: Marketing Planning Chapter 3: Defining the Competitive Set Chapter 4: Category Attractiveness Analysis Chapter 5: Competitor Analysis Chapter 6: Customer Analysis Chapter 7: Market Potential and Sales Forecasting Chapter 8: Developing Product Strategy Chapter 9: New Products Chapter 10: Pricing Decisions Chapter 11: Advertising Decisions Chapter 12: Promotions Chapter 13: Channel Management Chapter 14: Service and Direct Customer-Based Marketing Chapter 15: Financial Analysis Chapter 16: Marketing Metrics
Les mer

Relaterte produkter

Product Management, 4/e by Lehmann and Winer is a lean, defining text that covers three major tasks facing today’s product mangers: analyzing the market, developing objectives and strategies for the product or service in question, and making decisions about price, advertising, promotion, channels of distribution and service. Product Management utilizes the familiar Marketing Plan as the unifying framework for its lessons, and takes a “hands-on” approach toward preparing graduates to assume the position of product manager.
Les mer
Covers three major tasks facing product mangers: analyzing the market, developing objectives and strategies for the product or service in question, and making decisions about price, advertising, promotion, channels of distribution and service. This work utilizes the familiar Marketing Plan as the unifying framework for its lessons.
Les mer
Chapter 1: Introduction to Product Management Chapter 2: Marketing Planning Chapter 3: Defining the Competitive Set Chapter 4: Category Attractiveness Analysis Chapter 5: Competitor Analysis Chapter 6: Customer Analysis Chapter 7: Market Potential and Sales Forecasting Chapter 8: Developing Product Strategy Chapter 9: New Products Chapter 10: Pricing Decisions Chapter 11: Advertising Decisions Chapter 12: Promotions Chapter 13: Channel Management Chapter 14: Service and Direct Customer-Based Marketing Chapter 15: Financial Analysis Chapter 16: Marketing Metrics
Les mer

Produktdetaljer

ISBN
9780071238328
Publisert
2004-10-16
Utgave
4. utgave
Utgiver
Vendor
McGraw Hill Higher Education
Vekt
930 gr
Høyde
229 mm
Bredde
178 mm
Dybde
25 mm
Aldersnivå
U, 05
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
512

Forfatter
Lehmann, Donald
Winer, Russell

Biographical note

The Deputy Dean and William Joyce Professor of Marketing at the Stern School of Business, New York University. He received a B.A. in Economics from Union College (N.Y.) and an M.S. and Ph.D. in Industrial Administration from Carnegie Mellon University. He has been on the faculties of Columbia and Vanderbilt universities and, most recently, the University of California at Berkeley. He has been a visiting faculty member at M.I.T., Stanford University, New York University, Cranfield School of Management (U.K.), the Helsinki School of Economics, the University of Tokyo, and ï¿cole Nationale des Ponts et Chausï¿es.

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