Analysis for Marketing Planning
by Lehmann, Donald R.; Winer, Russell S.Edition: 4th
Format: Paperback
Pub. Date: 1996-12-01
Publisher(s): McGraw Hill College Div
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Summary
Analysis for Marketing Planning, 6/e by Lehmann and Winer focuses on the analysis needed for sound Marketing decisions and is structured around the core marketing document--the Marketing Plan. Whether studying Marketing strategy or Product/Brand Management decisions, students need to be able to make decisions based from sound analysis. This book does not attempt to cover all aspects of the marketing plan; rather it focuses on the analysis pertaining to a product's environment, customers and competitors.
Table of Contents
| Overview | |
| Marketing Plan Outline | |
| Defining the Competitive Set | |
| Industry Analysis | |
| Competitor Analysis | |
| Customer Analysis | |
| Economic Value to the Customer | |
| Market Potential and Sales Forecasting | |
| Time Series Regression with Seasonal Factors | |
| Developing Marketing Strategy | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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