Product management / Donald R. Lehmann, Russell S. Winer

By:

Lehmann, Donald R

Contributor(s):

Winer, Russell S, 1951-

Material type: Text

TextLanguage: English Series: The Irwin series in marketingPublication details: Boston : McGraw-Hill - Irwin, 2002 Edition: 3rd edDescription: xxv, 502 pISBN:

0070275491

Subject(s):

Gestión de productos

DDC classification:

658.5/6

LOC classification:

HF 5415.15 L523p 2002

Summary: 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

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Holdings
Item type	Current library	Home library	Collection	Shelving location	Call number	Copy number	Status	Date due	Barcode
Libro	Biblioteca Juan Bosch	Biblioteca Juan Bosch	Ciencias Sociales	Ciencias Sociales (3er. Piso)	HF 5415.15 L523p 2002 (Browse shelf(Opens below))	1	Available		00000006982

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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

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