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Analysis for Marketing Planning
ISBN: 9780256214420 | 0256214425
Edition: 4thFormat: Paperback
Publisher: McGraw Hill College Div
Pub. Date: 12/1/1996
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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.
| 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 Cont... MORE |
