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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.
Table of Contents
|Marketing Plan Outline|
|Defining the Competitive Set|
|Economic Value to the Customer|
|Market Potential and Sales Forecasting|
|Time Series Regression with Seasonal Factors|
|Developing Marketing Strategy|
|Table of Contents provided by Publisher. All Rights Reserved.|