Chapter 1: Introduction to Product Management§Chapter 2: Marketing Planning§Chapter 3: Defining the Competitive Set§Chapter 4: Category Attractiveness Analysis§Chapter 5: Competitor Analysis§Chapter 6: Customer Analysis§Chapter 7: Market Potential and Sales Forecasting§Chapter 8: Developing Product Strategy§Chapter 9: New Products§Chapter 10: Pricing Decisions§Chapter 11: Advertising Decisions§Chapter 12: Promotions§Chapter 13: Channel Management§Chapter 14: Service and Direct Customer-Based Marketing§Chapter 15: Financial Analysis§Chapter 16: Marketing Metrics§ ascunde descrierea