Product Management


Product Management, 4/e by Lehmann and Winer is a lean, defining text that covers three major tasks facing today's product mangers: analyzing the market, developing objectives and strategies for the product or service in question, and making decisions about price, advertising, promotion, channels of distribution and service. Product Management utilizes the familiar Marketing Plan as the unifying framework for its lessons, and takes a "hands-on" approach toward preparing graduates to assume the position of product manager.

Portrait


Professor of Business at the Columbia University Graduate School of Business. He has a B.S. degree in mathematics from Union College, Schenectady, New York, and an M.S.I.A. and Ph.D. from the Krannert School of Purdue University. His research interests include modeling individual and group choice and decision making, empirical generalizations and meta-analysis, the introduction and adoption of new products and innovations, and measuring the value of marketing assets such as brands and customers. He has taught courses in marketing, management, and statistics at Columbia, and has also taught at Cornell, Dartmouth, New York University, and the University of Pennsylvania.

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Einband Taschenbuch
Seitenzahl 512
Erscheinungsdatum 01.11.2004
Sprache Englisch
ISBN 978-0-07-123832-8
Verlag McGraw-Hill Education Ltd
Maße (L/B/H) 235/187/24 mm
Gewicht 750
Auflage 4. Auflage. International Edition
Buch (Taschenbuch, Englisch)
74,99
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