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Analysis for Marketing Planning

Analysis for Marketing Planning - 7th edition

ISBN13: 978-0073529844

Cover of Analysis for Marketing Planning 7TH 08 (ISBN 978-0073529844)
ISBN13: 978-0073529844
ISBN10: 0073529842
Cover type: Paperback
Edition/Copyright: 7TH 08
Publisher: Richard D. Irwin, Inc.
Published: 2008
International: No

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Analysis for Marketing Planning - 7TH 08 edition

ISBN13: 978-0073529844

Donald R. Lehmann and Russell S Winer

ISBN13: 978-0073529844
ISBN10: 0073529842
Cover type: Paperback
Edition/Copyright: 7TH 08
Publisher: Richard D. Irwin, Inc.

Published: 2008
International: No
Summary

Analysis for Marketing Planning, 7/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

Chapter 1 Overview
Chapter 2 Defining the Competitive Set
Chapter 3 Industry Analysis
Chapter 4 Competitor Analysis
Chapter 5 Customer Analysis
Chapter 6 Market Potential and Sales Forecasting
Chapter 7 Developing Product Strategy

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