Product Management

Author: [USA] Winer, Vincent; Translated by Wei Liyuan, Huang Xiangyang
Publisher:
Publish Date: 1998-12-01
Features: This book organically combines introductory marketing management with advanced marketing strategy, addressing the practical needs of marketing managers in enterprises. It proposes a set of highly operational principles for developing product marketing plans and 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 business management professionals. It is a textbook on marketing. During the process of reading and translating, I found that it is indeed an excellent intermediate-level marketing textbook. It is neither an introductory book on marketing management nor a deeply theoretical work on marketing. As experts in marketing education and professionals engaged in marketing work, the two authors, Vincent Leman and Vincent Winer, have clearly chosen a well-positioned target for their work. In our country, the history of the emergence and development of the new discipline of marketing, or the management practice, is still very short, and management methods are relatively primitive and backward.