Analysis for marketing planning
by
 
Lehmann, Donald R.

Title
: 
Analysis for marketing planning

Author
: 
Lehmann, Donald R.

ISBN
: 
9780072865967

Personal Author
: 
Lehmann, Donald R.

Edition
: 
6th ed.

Publication Information
: 
Boston ; London : McGraw-Hill/Irvin, c2005.

Physical Description
: 
xii, 256 p. : ill. ; 24 cm.

Series
: 
McGraw-Hill/Irwin series in marketing

Series Title
: 
McGraw-Hill/Irwin series in marketing

Contents
: 
Ch. 1. Marketing planning -- Ch. 2. Defining the competitive set -- Ch. 3. Industry analysis -- Ch. 4. Competitor analysis -- Ch. 5. Customer analysis -- Ch. 6. Market potential and sales forecasting -- Ch. 7. Developing marketing strategy.

Abstract
: 
"With a six-part framework, the authors focus on the analysis needed to create a successful marketing plan. Lauded as a hands-on resource, the text shows students how to make decisions based on sound research."--BOOK JACKET.

Subject Term
: 
Marketing -- United States -- Management.

Added Author
: 
Winer, Russell S.


LibraryMaterial TypeItem BarcodeShelf NumberCopy
IIEMSAGeneral Books33168015763994658.802 L523A 20051