Analysis for marketing planning / Donald R. Lehmann, Russell S. Winer.

By:

Lehmann, Donald R

Contributor(s):

Winer, Russell S

Material type: Text

TextPublication details: Boston : McGraw-Hill Irwin, c2008.Edition: 7th edDescription: xii, 299 p. : ill. ; 24 cmISBN:

9780073529844 (alk. paper)

Subject(s):

DDC classification:

658.802 22

Contents:

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

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.

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Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Books	Main library General Stacks	658.802 / LE.A 2008 (Browse shelf(Opens below))	1	Available		005877

Includes bibliographical references and index.

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

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.

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