Analysis For Marketing Planning by Donald R. Lehmann

Analysis For Marketing Planning

byDonald R. Lehmann, Russell S Winer

Paperback | November 29, 2007

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Analysis for Marketing Planning, 7/e by Lehmann and Winer 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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Title:Analysis For Marketing PlanningFormat:PaperbackDimensions:312 pages, 9.1 × 6.5 × 0.5 inPublished:November 29, 2007Publisher:McGraw-Hill EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0073529842

ISBN - 13:9780073529844

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Table of Contents

Chapter 1 Overview

Chapter 2 Defining the Competitive Set

Chapter 3 Industry Analysis

Chapter 4 Competitor Analysis

Chapter 5 Customer Analysis

Chapter 6 Market Potential and Sales Forecasting

Chapter 7 Developing Product Strategy