Product Management

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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.

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Contents

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1
Marketing Planning
24
Defining the Comparative Set
49
Copyright

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About the author (1997)

Managing Customers as InvestmentsAbout the Authors

Sunil Gupta is Meyer Feldberg Professor of Business at the Columbia Business School, Columbia University, New York, where he has taught since 1990. He has also taught at UCLA and the Harvard Business School; conducted seminars and consulted with companies worldwide; appeared on CNN, BBC, and PBS; and quoted in publications including The New York Times, The Financial Times, and The Washington Post.

Gupta's expertise is in marketing strategy, pricing, and customer management. He has published extensively on these topics. His research papers have won several awards, including the O'Dell and Paul Green awards for the Journal of Marketing Research and the best paper awards for the International Journal of Research in Marketing and Marketing Science Institute. He serves on the editorial boards of International Journal of Research in Marketing, Journal of Marketing, Journal of Marketing Research, and Marketing Science.

He is the cofounder and President of the EX Group, a strategic consulting group that specializes in customer management. He is also an academic trustee of the Marketing Science Institute. He holds an MBA from Indian Institute of Management and a Ph.D. from Columbia University.

Donald R. Lehmann is George E. Warren Professor of Business at theColumbia Business School, Columbia University, New York. 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.

Lehmann has published in and served on the editorial boards of Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Management Science, and Marketing Science and was founding editor of Marketing Letters. His books include Market Research and Analysis, Analysis for Marketing Planning, Product Management, and Meta-Analysis in Marketing.

He served as Executive Director of the Marketing Science Institute and as President of the Association for Consumer Research. He is the recipient of many awards including the 2000 Paul D. Converse award and the AMA McGraw Hill-Irwin distinguished marketing educator award. He holds an M.S.I.A. and Ph.D. from the Krannert School of Purdue University.


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