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

~ (Author), Russell S. Winer (Author)

Editorial Reviews

Product Description

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: Irwin Professional Publishing; 2nd edition (October 1996)
• Language: English
• ISBN-10: 0256214395
• ISBN-13: 978-0256214390
• Product Dimensions: 9.6 x 7.6 x 0.9 inches
• Shipping Weight: 2 pounds (View shipping rates and policies)
• Average Customer Review: 4.2 out of 5 stars  See all reviews (4 customer reviews)
• Amazon.com Sales Rank: #1,742,550 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

26 of 26 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.

5 of 16 people found the following review helpful:

5.0 out of 5 stars A blend of product and pricing..., August 26, 2000

By	Irfan A' A. (Abu Dhabi, United Arab Emirates) - See all my reviews

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.