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9780070275478

Analysis for Marketing Planning

by ;
  • ISBN13:

    9780070275478

  • ISBN10:

    0070275475

  • Edition: 5th
  • Format: Paperback
  • Copyright: 2001-06-30
  • Publisher: MCG
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List Price: $60.70

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

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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