Product Management (Second Edition) (The Complete Series of the Latest American Business Administration Authority Textbooks) (Second Edition)

Author: Leyman
Publisher:
Publish Date: 2004-06-01
Features: This book organically combines introductory marketing management with advanced marketing strategy, addressing the practical needs of corporate marketing managers by proposing a set of highly operational principles for developing product marketing plans. It explains how product managers can achieve these goals by selecting specific marketing strategies and marketing mix tools. This book is suitable for undergraduate and graduate students, MBA students, business management personnel, and is a textbook on marketing. During the process of reading and translating, I found it is indeed an excellent intermediate-level marketing textbook—it is neither an introductory reading on marketing management nor a deeply theoretical academic work on marketing. As experts in marketing education and professionals engaged in marketing work, the authors Leyman and Waner have clearly chosen a well-positioned target for their book. In our country, the history of the emergence and development of marketing as a new discipline or management practice is still very short, and management methods remain relatively primitive and backward. It is currently very necessary to learn from foreign sources, especially the papers and works of marketing scholars in the United States, which are relatively advanced in marketing theory. Books at this level are particularly scarce in our country, and the translation and publication of this book undoubtedly fill this gap.