TY  - BOOK
AU  - Lehmann, Donald R. 
AU  - Winer, Russell S. 
TI  - Product Management 
SN  - 9780070603486
U1  - 658.56 LEH(PRO)Ed4  
PY  - 2018///
CY  - Chennai 
PB  - McGraw Hill Education (India) Private Limited 
KW  - PRODUCT MANAGEMENT
N1  - 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
Appendix A
Name Index
Subject Index
ER  -