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Analysis for Marketing Planning 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
Chapter 1: Overview
Appendix 1A: Marketing Plan Outline
Chapter 2: Defining the Competitive Set
Chapter 3: Industry Analysis
Chapter 4: Competitor Analysis
Chapter 5: Customer Analysis
Appendix 5A: Economic Value to the Customer
Chapter 6: Market Potential and Sales Forecasting
Appendix 6A: Time Series Regression with Seasonal Factors