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Analysis for Marketing Planning,9780256214420

Analysis for Marketing Planning

by ;
Edition:
4th
ISBN13:

9780256214420

ISBN10:
0256214425
Format:
Paperback
Pub. Date:
12/1/1996
Publisher(s):
McGraw Hill College Div
List Price: $54.75
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Summary

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

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 Contents provided by Publisher. All Rights Reserved.


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