Donald R. Lehmann

REFACE The focus of this book is on those individuals who have the primary responsibility for the market success of the company's products and services. In many companies, particularly packaged goods companies, this person has the title product manager. Although, as we note in Chapter 1, the...

Preface This boolc focuses on those individuals who have the primary responsibility for the market success of the company's products and services. In many companies, particularly packaged goods companies, this person has the tide product manager. Although, as we note in Chapter 1, the title is...

An obscure author once wondered, "Why write another marketing re- search book?" (Lehmann, 1979). Much to the delight of the author, the book of which he spoke actually sold several copies, so many that a certain publisher decided that a second edition was warranted. Hence, it is with some...