ESCP Europe

Item type

Book

Language

English

Publication year

2005

Edition no.

4th

ISBN

0-07-123832-8

"Covers three major tasks facing 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. This work utilizes the familiar Marketing Plan as the unifying framework for its lessons." - from worldcat.

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..