Analysis for marketing planning

Select an Action

Title:

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.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168015763994	658.802 L523A 2005	1	Searching... Unknown

Bound With These Titles

On Order

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.