Product management /
Lehmann, Donald R.
Product management / Donald R. Lehmann, Russell S. Winer - 3rd ed. - Boston : McGraw-Hill - Irwin, 2002 - xxv, 502 p. - The Irwin series in marketing .
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
0070275491
Gestión de productos
HF 5415.15 / L523p 2002
658.5/6
Product management / Donald R. Lehmann, Russell S. Winer - 3rd ed. - Boston : McGraw-Hill - Irwin, 2002 - xxv, 502 p. - The Irwin series in marketing .
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
0070275491
Gestión de productos
HF 5415.15 / L523p 2002
658.5/6