Table of contents for Product management / Donald R. Lehmann, Russell S. Winer.


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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



Library of Congress subject headings for this publication: Product management