9780070275478

Analysis for Marketing Planning

by ;
  • ISBN13:

    9780070275478

  • ISBN10:

    0070275475

  • Edition: 5th
  • Format: Paperback
  • Copyright: 6/30/2001
  • Publisher: MCG (Manual)
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Summary

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

Chapter 7: Developing Marketing Strategy

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