Analysis for marketing planning /
Lehmann, Donald R.
Analysis for marketing planning / Donald R. Lehmann, Russell S. Winer. - 5th ed. - Boston, Mass. : McGraw-Hill Irwin, c2002. - xii, 256 p. : ill. b&w ; 23 cm. - McGraw-Hill/Irwin series in marketing .
Includes bibliographical references and index.
Ch. 1. Overview --
Appendix 1. Marketing Plan Outline --
Ch. 2. Defining the Competitive Set --
Ch. 3. Industry Analysis --
Ch. 4. Competitor Analysis --
Ch. 5. Customer Analysis --
Appendix 5A. Economic Value to the Customer (EVC) --
Appendix 5B. Measuring the Value of Customer --
Appendix 5C. Latent Class Methods --
Ch. 6. Market Potential and Sales Forecasting --
Appendix 6A. Time Series Regression with Seasonal Factors --
Ch. 7. Developing Product Strategy.
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.
0070275475
Marketing--Management--United States
658.802
Analysis for marketing planning / Donald R. Lehmann, Russell S. Winer. - 5th ed. - Boston, Mass. : McGraw-Hill Irwin, c2002. - xii, 256 p. : ill. b&w ; 23 cm. - McGraw-Hill/Irwin series in marketing .
Includes bibliographical references and index.
Ch. 1. Overview --
Appendix 1. Marketing Plan Outline --
Ch. 2. Defining the Competitive Set --
Ch. 3. Industry Analysis --
Ch. 4. Competitor Analysis --
Ch. 5. Customer Analysis --
Appendix 5A. Economic Value to the Customer (EVC) --
Appendix 5B. Measuring the Value of Customer --
Appendix 5C. Latent Class Methods --
Ch. 6. Market Potential and Sales Forecasting --
Appendix 6A. Time Series Regression with Seasonal Factors --
Ch. 7. Developing Product Strategy.
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.
0070275475
Marketing--Management--United States
658.802