Analysis for marketing planning

Analysis for marketing planning

by Lehmann, Donald R.

Type Book
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"Lauded as a hands-on resource, Analysis for Marketing Planning shows students how to make decisions based on sound research. This unique text focuses on the analysis needed for useful marketing decisions and is structured around the core marketing document - the marketing plan. With the proven authorship of Donald R. Lehmann and Russell S. Winer, this textbook will give students a valuable hands-on resource as they enter the professional arena."--Jacket.

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Title Statements

  • Full title :Analysis for marketing planning / Donald R. Lehmann, Russell S. Winer.

Summary

"Lauded as a hands-on resource, Analysis for Marketing Planning shows students how to make decisions based on sound research. This unique text focuses on the analysis needed for useful marketing decisions and is structured around the core marketing document - the marketing plan. With the proven authorship of Donald R. Lehmann and Russell S. Winer, this textbook will give students a valuable hands-on resource as they enter the professional arena."--Jacket.

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Edition Statements

  • Publication Date:©2008.
  • Edition:7th ed

Publication Statements

  • Publisher(s):McGraw-Hill Irwin
  • Place of Publication:Boston
  • Language:eng
  • Publication Date:©2008.

The Physical Object

  • Description:xii, 299 pages : : illustrations ; : 24 cm

Edition Identifiers

  • ISBN:9780073529844, 0073529842, 9780071263634, 0071263632
  • oclc:ocn173509457
  • LC Classification:HF5415.13
  • Dewey Decimal:658.8/02

Table of Contents

Overview -- Defining the Competitive Set -- Industry Analysis -- Competitor Analysis -- Customer Analysis -- Market Potential and Sales Forecasting -- Developing Product Strategy.

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Subjects

Marketing Marketing -- Gestion. -- États-Unis Marketing -- Management Marketing -- Management. -- United Stat… Marketing -- Planning Marketing research Strategische planning United States

Writers

Lehmann, Donald R. Winer, Russell S.

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