Product Management (Mcgraw Hill/Irwin Series in Marketing) [Hardcover]

Donald R. Lehmann (Author), Russell S. Winer (Author)

Book Description

ISBN-10: 0256214395 | ISBN-13: 978-0256214390 | Publication Date: October 1996 | Edition: 2nd

Product Management, 2/e is a text made for the future, or current, product manager. This book is not purely academic, but also integrates practical results from academic research that are not readily available to practicing managers. This meticulously updated text will prove to be a market leader. Lehmann differs from our 1997 edition of Crawford's New Products Management in that Lehmann focuses on managing existing products and Crawford focuses on new products.

Product Details

• Hardcover: 460 pages
• Publisher: Richard D Irwin; 2nd edition (October 1996)
• Language: English
• ISBN-10: 0256214395
• ISBN-13: 978-0256214390
• Product Dimensions: 9.3 x 7.6 x 1 inches
• Shipping Weight: 2.1 pounds
• Average Customer Review: 3.8 out of 5 stars  See all reviews (6 customer reviews)
• Amazon Best Sellers Rank: #2,516,720 in Books (See Top 100 in Books)

More About the Author

Discover books, learn about writers, read author blogs, and more.

Customer Reviews

Most Helpful Customer Reviews

27 of 28 people found the following review helpful:

5.0 out of 5 stars Fantastic!, July 25, 2001

By A Customer

This review is from: Product Management (Hardcover)

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.

20 of 22 people found the following review helpful:

5.0 out of 5 stars Great book, January 6, 2003

By A Customer

This review is from: Product Management (Hardcover)

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.

2.0 out of 5 stars Definitely Better Books on Product Management, December 24, 2011

By 

ZanderSaid - See all my reviews

Amazon Verified Purchase

This review is from: Product Management (McGraw-Hill/Irwin Series in Marketing) (Hardcover)

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.