Lehmann, Donald R. <br/><br/>
Product management / 
Donald R. Lehmann, Russell S. Winer 
 - 3rd ed. 
 - Boston :  McGraw-Hill  - Irwin,  2002       
 - xxv, 502 p. 
 - The Irwin series in marketing .
<br/><br/> 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 
<br/><br/><label>ISBN: </label>0070275491 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Gestión de productos
<br/><br/><label>LC Class. No.: </label>HF 5415.15   / L523p 2002 
<br/><br/><label>Dewey Class. No.: </label>658.5/6