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.