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9780256214420

Analysis for Marketing Planning

by ;
  • ISBN13:

    9780256214420

  • ISBN10:

    0256214425

  • Edition: 4th
  • Format: Paperback
  • Copyright: 1996-12-01
  • Publisher: McGraw Hill College Div
  • View Upgraded Edition

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Supplemental Materials

What is included with this book?

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.

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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