| Description |
xvi, 494 pages : illustrations ; 24 cm |
| Series |
McGraw-Hill/Irwin series in marketing |
|
McGraw-Hill/Irwin series in marketing.
|
| Contents |
Ch. 1. Introduction to product management -- Ch. 2. Marketing planning -- Ch. 3. Defining the competitive set -- Ch. 4. Category attractiveness analysis -- Ch. 5. Competitor analysis -- Ch. 6. Customer analysis -- Ch. 7. Market potential and sales forecasting -- Ch. 8. Developing product strategy -- Ch. 9. New products -- Ch. 10. Pricing decisions -- Ch. 11. Advertising decisions -- Ch. 12. Promotions -- Ch. 13. Channel management -- Ch. 14. Customer relationship management -- Ch. 15. Financial analysis for product management -- Ch. 16. Marketing metrics |
| Bibliography |
Includes bibliographical references and indexes |
| Subject |
Product management.
|
| Author |
Winer, Russell S.
|
| LC no. |
2004053060 |
| ISBN |
0072865989 alkaline paper |
|
