Overview

Product Management, 4/e by Lehmann and Winer is a lean, defining text that covers three major tasks facing today's product managers: 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.

Product-Management

Table of Contents

Introduction to Product Management – Marketing Planning – Defining the Competitive Set – Category Attractiveness Analysis – Competitor Analysis – Customer Analysis – Market Potential and Sales Forecasting – Developing Product Strategy – New products – Pricing Decisions – Advertising Decisions – Promotions – Channel Management – Customer Relationship Management – Financial Analysis for Product Management – Marketing Metrics

Review from Venkadesh Narayanan, Principal Consultant, Fhyzics