|
|
|
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.
Ch 1 Overview
Ch 2 Defining the Competitive Set
Ch 3 Industry Analysis
Ch 4 Competitor Analysis
Ch 5 Customer Analysis
Ch 6 Market Potential and Sales Forecasting
Ch 7 Developing Product Strategy
