Product Management

Product Management

3.88 (34 ratings by Goodreads)
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Description

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.
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Product details

  • Paperback | 512 pages
  • 178 x 229 x 25mm | 930g
  • McGraw Hill Higher Education
  • London, United States
  • English
  • 4th edition
  • 0071238328
  • 9780071238328
  • 499,441

Table of contents

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
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About Donald R. Lehmann

Professor of Business at the Columbia University Graduate School of Business. He has a B.S. degree in mathematics from Union College, Schenectady, New York, and an M.S.I.A. and Ph.D. from the Krannert School of Purdue University. His research interests include modeling individual and group choice and decision making, empirical generalizations and meta-analysis, the introduction and adoption of new products and innovations, and measuring the value of marketing assets such as brands and customers. He has taught courses in marketing, management, and statistics at Columbia, and has also taught at Cornell, Dartmouth, New York University, and the University of Pennsylvania. 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 Ecole Nationale des Ponts et Chausees.
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Rating details

34 ratings
3.88 out of 5 stars
5 41% (14)
4 26% (9)
3 18% (6)
2 9% (3)
1 6% (2)
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