TY  - BOOK
AU  - Lehmann,Donald R.
AU  - Winer,Russell S.
TI  - Analysis for marketing planning
T2  - McGraw-Hill/Irwin series in marketing
SN  - 0070275475
U1  - 658.802 
PY  - 2002///
CY  - Boston, Mass.
PB  - McGraw-Hill Irwin
KW  - Marketing
KW  - Management
KW  - United States
N1  - 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
N2  -  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.
ER  -