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Product Management. Donald R. Lehmann, Russell S. Winer, by Donald R. Lehmann
Download Product Management. Donald R. Lehmann, Russell S. Winer, by Donald R. Lehmann
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"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.
- Sales Rank: #1569388 in Books
- Model: 2005
- Published on: 2006-09-01
- Original language: English
- Number of items: 1
- Dimensions: 8.98" h x .98" w x 6.97" l, .0 pounds
- Binding: Paperback
- 512 pages
About the Author
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. The Deputy Dean and William Joyce Professor of Marketing at the Stern School of Business, New York University. He received a B.A. in Economics from Union College (N.Y.) and an M.S. and Ph.D. in Industrial Administration from Carnegie Mellon University. He has been on the faculties of Columbia and Vanderbilt universities and, most recently, the University of California at Berkeley. He has been a visiting faculty member at M.I.T., Stanford University, New York University, Cranfield School of Management (U.K.), the Helsinki School of Economics, the University of Tokyo, and Ecole Nationale des Ponts et Chausees.
Most helpful customer reviews
2 of 2 people found the following review helpful.
A must have
By Rodney Gaviola
When I purchase this book my objective was to relate my job (price manager) to how our company managed products, from development to launch. This book is comprehensive and explains in a very organized (disciplined) way about managing a product.
What I like about the book;
1. I like the part where it discusses the margin analysis and pricing.
2. I also like the part of product strategy thru a checklist in the form of questions.
4. I also like the branding strategies and competitive intelligence.
This is the book that I would bring in my business travels and its one if not the most important in my product management library.
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