Analysis for marketing planning / Donald R. Lehmann, Russell S. Winer.

By:

Lehmann, Donald R

Contributor(s):

Winer, Russell S

Material type:

TextSeries: McGraw-Hill/Irwin series in marketingPublication details: Boston, Mass. : McGraw-Hill Irwin, c2002.Edition: 5th edDescription: xii, 256 p. : ill. b&w ; 23 cmISBN:

0070275475

Subject(s):

Marketing -- Management -- United States

DDC classification:

658.802

Contents:

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.

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.

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Holdings
Item type	Current library	Call number	Status	Barcode
Books	Marbella International University Centre Library	658.802 LEH ana (Browse shelf(Opens below))	Available	12097

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.

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