Executive Education - Product Management

Author: Donald R. Lehman, Russell S. Winer (USA); Translated by Wei Liyuan, Huang Xiangyang
Publisher:
Publish Date: 2004-10-01
Features: Provides concise and practical MBA solutions for tough problems faced by corporate executives, serving as a desk reference for CEOs, CFOs, CTOs, and CIOs. The series is used by the top ten business schools in the U.S.:
Stanford University Graduate School of Business
Harvard Business School
University of Pennsylvania’s Wharton School
Massachusetts Institute of Technology’s Sloan School of Management
Northwestern University’s Kellogg School of Management
Duke University’s Fuqua School of Business
University of Chicago’s Booth School of Business
Columbia University’s Graduate School of Business
Dartmouth College’s Tuck School of Business
University of California, Berkeley’s Haas School of Business
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 in the field, the authors, Lehman and Winer, have clearly chosen an excellent positioning for their work. The book is driven by a competitive and profit-oriented philosophy, incorporating numerous quantitative and statistical models and calculations, as well as references to classic marketing literature. The structure of the book revolves around operational product marketing plans, covering three main aspects of product manager responsibilities.