Executive Education--Product Management: Product Management

Author: Donald Lehmann
Publisher:
Publish Date: 2004-10-01
Features: This book is neither an introductory read on marketing management nor a deep dive into complex marketing theory. As experts in marketing education and professionals engaged in marketing work, the two authors, Lehmann and Werner, have clearly chosen an excellent positioning for their work. The book is throughout guided by a competitive and profit-oriented philosophy, including numerous models and calculations in the areas of numbers and statistics, and references a large number of classic marketing literature. The structure of the book is centered on the operational product marketing plan, which runs through the entire book, covering three main aspects of product manager responsibilities.