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Analysis for Marketing Planning

ISBN: 9780072865967 | 0072865962
Edition: 6th
Format: Paperback
Publisher: McGraw-Hill/Irwin
Pub. Date: 8/18/2004

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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.

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