Contents :
Chapter 1
Introduction to product management 1
Chapter 2
Marketing Planning 26
Chapter 3
DFefining the Competitive Set 49
Chapter 4
Category Attractiveness Analysis 74
Chapter 5
Competitor Analysis 97
Chapter 6
Customer Analysis 139
Chapter 7
Market Potential and Sales Forecasting 187
Chapter 8
Developing Product Strategy 226
Chapter 9
New Product
Chapter10
Pricing Decisions
Chapter11
Advertising Decisions
Chapter12
Promotions
Chapter13
Channel Management
Chapter14
Customer Relationship
Chapter15
Financial Analysis for Product Management
Chapter16
Marketing Metrics