000			01754cam a2200253 i 4500
003			MIUC
005			20190507141204.0
008			010214s2002 maua b 001 0 eng
020			_a0070275475
040			_aDLC _cDLC _dDLC _dMIUC _beng
082	0	0	_a658.802
100	1		_aLehmann, Donald R. _91487
245	1	0	_aAnalysis for marketing planning / _cDonald R. Lehmann, Russell S. Winer.
250			_a5th ed.
260			_aBoston, Mass. : _bMcGraw-Hill Irwin, _cc2002.
300			_axii, 256 p. : _bill. b&w ; _c23 cm.
490	0		_aMcGraw-Hill/Irwin series in marketing
504			_aIncludes bibliographical references and index.
505	0		_a 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.
520			_a 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.
650		0	_aMarketing _xManagement _zUnited States _936
700	1		_aWiner, Russell S. _91488
942			_2ddc _cBK