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Analysis for marketing planning

Author: Donald R Lehmann; Russell S Winer
Publisher: Boston : McGraw-Hill Irwin, ©2008.
Edition/Format:   Print book : English : 7th edView all editions and formats
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  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Donald R Lehmann; Russell S Winer
ISBN: 9780073529844 0073529842 9780071263634 0071263632
OCLC Number: 173509457
Description: xii, 299 pages : illustrations ; 24 cm
Contents: Overview --
Defining the Competitive Set --
Industry Analysis --
Competitor Analysis --
Customer Analysis --
Market Potential and Sales Forecasting --
Developing Product Strategy.
Responsibility: Donald R. Lehmann, Russell S. Winer.
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Abstract:

Focuses on the analysis needed for sound Marketing decisions and is structured around the core marketing document - the Marketing Plan. This book focuses on the analysis pertaining to a product's  Read more...

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   schema:reviewBody ""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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