Product Management (MCGRAW HILL/IRWIN SERIES IN MARKETING) - Tapa dura

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.

Professor of Business at the Columbia University Graduate School of Business. He has a B.S. degree in mathematics from Union College, Schenectady, New York, and an M.S.I.A. and Ph.D. from the Krannert School of Purdue University. His research interests include modeling individual and group choice and decision making, empirical generalizations and meta-analysis, the introduction and adoption of new products and innovations, and measuring the value of marketing assets such as brands and customers. He has taught courses in marketing, management, and statistics at Columbia, and has also taught at Cornell, Dartmouth, New York University, and the University of Pennsylvania.