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Jingdong book

全美最新工商管理权威教材译丛·产品管理(第4版)

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《产品管理》(第4版)可供MBA学生和研究生用作产品管理课程的教材,同时也是产品经理最方便实用的工具书。
Content Description

本书针对那些对单一产品或服务进行日常管理,或者对一组密切相关的产品线进行日常管理的营销经理而设计,内容覆盖了产品经理日常职能的各个方面,从本书中你还可以看到产品经理的职能如何因市场而变化。本书可供MBA学生和研究生用作产品管理课程的教材,同时也是产品经理最方便实用的工具书。
Author Description

唐纳德·R.莱曼是哥伦比亚大学乔治·E.沃伦席商学教授,曾在哥伦比亚大学、康奈尔大学等多所大学教授市场营销学、管理学和统计学。他曾在Joutnal of Consumer Resarch,Journal of Marketing等期刊上发表论文,而且是这些杂志的编委会成员。他的著作包括Analysis for Marketing Planning,Product Management等。莱曼教授还是MSI的执行主管。
拉塞尔·S.温纳是纽约大学斯特恩商学院的副院长,威廉·乔伊斯席营销教授,曾在哥伦比亚大学任教,目前在加利福尼亚大学伯克利分校任教。温纳教授还是麻省理工学院、斯坦福大学、纽约大学等多所大学的访问学者。温纳教授与莱曼教授合作出版了Analysis for Marketing Planning,Product Management等图书,并在Jourrnal ofMarketing Research,Journal of Marketing等期刊上发表了大量论文。
Catalogue

第一章产品管理概述
概述
营销组织
以产品为中心的组织
以市场为中心的组织
以职能为中心的组织
销售人员扮演的角色
全球营销对营销组织的意义
产品管理:事实和假象
背景
关键技能
营销计划
不同产业和企业规模间的差异
影响产品管理的一些变化
营销组织的变化
全书概述
营销计划
营销战略
营销活动决策
部结
参考资料
附录产品经理们答复的样本
第二章营销计划
概述
制订计划的过程
制订计划的方法
计划过程的步骤
营销计划的组成
执行摘要
形势分析
营销目标/战略
营销支持方案
计划的其他部分
例子
两个案例分析
能量棒(ca.2002)
个人数字助理(1999年)
总结
参考资料
附录营销计划钢要
第三章确定竞争集合
概述
市场竞争的层次
定义
重叠的细分市场
中介媒介的影响
对产品战略的启示
示例
确定竞争者的方法
管理层判断
基于顾客的测量
小结
竞争者的选择
企业竞争
参考资料
第四章品类吸引力分析
概述
综合市场因素
综合市场因素
品类规模
市场增长
产品生命周期
销售周期
季节性因素
利润
品类因素
新进入者的威胁
购买方的议价能力
供应方的议价能力
品类竞争
替代品的压
产能
环境分析
技术因素
政治因素
经济因素
管制因素
社会因素
示例
能量棒
个人数字助理
总结
参考资料
第五章竞争者分析
概述
信息来源
二手信息的来源
原始信息的来源
其他来源
存在道德问题的信息来源
创建产品特征矩阵
评价竞争者当前的目标
竞争者目标的确定
评价竞争者的当前战略
营销战略
比较价值链
营销组合
如何评价竞争者的战略
技术战略
差异化优势分析
构思和设计能力
生产能力
营销能力
融资能力
管理能力
如何处理信息
评价竞争者的意愿
预测未来的战略
示例
能量棒
个人数字助理
总结
参考资料
第六章顾客分析
概述
我们需要了解的有关顾客的信息
谁购买和使用产品
顾客购买什么以及如何使用
顾客在何处购买
顾客何时购买
顾客如何选择
他们为什么偏好某个产品
他们对营销方案如何反应
他们会(再次)购买产品吗
细分
细分的理想标准
市场细分的方法
示例
能量棒
个人数字助理
摩托车
总结
参考资料
附录6A顾客经济价值(EVC)
第七章市场潜力和销售预测
第八章制订产品战略
第九章新产品
第十章定价决策
第十一章广告决策
第十二章促销
第十三章渠道管理
第十四章顾客关系管理
第十五章产品管理的财务分析
第十六章营销度量指标
附录A衡量顾客价值
人名索引
主题索引
译后记
Introduction

公司的一项基本任务就是营销其产品和服务。本书关注的是那些对公司的产品和服务在市场上获得成功负有主要责任的人们。在许多公司,尤其是在包装类产品的公司,负责此活动的人拥有“产品经理”的头衔。正如我们在第一章中所提到的,尽管这个头衔并不总是相同,但在公司里总有一个人是或应当是产品的“专家”,高层经理能将执行营销计划的任务分配给他,他也会因产品业绩而得到提升或降职。
产品经理的工作正变得越来越复杂。除了其他原因外,还由于信息技术的变化、因特网的传播和进步、日益加剧的全球竞争以及变化的顾客需要和欲望等,产品经理的任务包括不断地收集和综合信息、预测竞争和市场状况的变化、修订市场战略以及调整价格和沟通等决策以适应变化的市场状况。此外,与组织的其他部门(例如销售和运营部门)和外部群体(例如供应商和渠道)合作也是十分重要的。本书的目的在于为解决这些问题提供一种基本的方法。
第四版《产品管理》覆盖了一般营销者特别是产品经理所面临的三类主要任务:
(1)分析市场。
(2)为产品或服务制订目标和战略。
(3)制订价格、广告、促销、分销渠道以及服务等策略。
我们将营销计划的制订作为一个统一的框架,该过程整合了这三类任务,并提供了品牌的历史、前景和希望的一份书面记录。
为什么写这本书
许多优秀的教科书都涉及了营销管理和战略问题。这些书或者是对营销管理的一般性介绍,或者单独关注战略问题。看待现有教科书的一种方式是将它们与工作责任相联系。一般性的营销管理教材非常适合于将营销概念介绍给组织中的所有雇员。战略类的书籍更高级一些,它更适合于高级营销经理,如产品群经理、营销副总裁等。这些人通常管理产品“组合”,有时还要管理产品经理的“组合”。

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