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: 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 authors Lehman and Winer have clearly chosen an excellent positioning for their work. The book is infused with a competitive and profit-oriented philosophy, including numerous models and calculations in the fields of numbers and statistics, and references a vast amount of classic marketing literature. The structure of the book revolves around an operational product marketing plan, serving as the central theme throughout, covering three main aspects of product manager responsibilities.