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

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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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