Customer Reviews

Product Management (McGraw-Hill/Irwin Series in Marketing)

5 star:		(3)
4 star:		(1)
3 star:		(0)
2 star:		(2)
1 star:		(0)

 

 

This is the ideal book for the product manager/product planner. I have been looking for such a book for years and here it is. What I liked about the book was its no non-sense direct approach to product management. The book covers all topics required to jump start the process. You will learn "what" to accomplish quickly. To learn about the process of product development and that sort of thing you should look into Cooper's "winning at new products" book.

this text covers it all in an very easy to read & grasp style. Topics include defining the competitive set, category attractiveness analysis,... pricing decisions (for a thorough treatment on pricing, I would highly recommend "the strategy and tactics of pricing"), channel management, promotions and financial analysis for product management. The newly added chapter marketing metrics is bang-on.

***Good introductory book for the first line product manager / product planner. Very highly recommended. ***

This book shares some text with the other books these authors have jointly written ("analysis for marketing planning" - another excellent book), but has been changed significantly enough to make reading those shared chapters worthwile if you happen to have both texts.

Explains the steps in product management in extreme detail. Not good for IT products (software), but general. Applies more to non-IT for sure.

Good book.

This book has some decent discussion points but it really lacked overall depth on most of the subjects. You could tell which subjects the authors specialized in because those chapters where about three times as long as the others.

When I purchase this book my objective was to relate my job (price manager) to how our company managed products, from development to launch. This book is comprehensive and explains in a very organized (disciplined) way about managing a product.

What I like about the book;
1. I like the part where it discusses the margin analysis and pricing.
2. I also like the part of product strategy thru a checklist in the form of questions.
4. I also like the branding strategies and competitive intelligence.

This is the book that I would bring in my business travels and its one if not the most important in my product management library.

This book is seriously too basic to be of any help to a practitioner.

Lehmann proved that product and pricing are the two sides of a coin called Management. Its a must read book for any level of person in Production, Accounting, Warehousing, Marketing and Management. Its an excellent blend of knowledge.