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Analysis for Marketing Planning

ISBN-10: 0256214425

ISBN-13: 9780256214420

Edition: 4th 1997

Authors: Donald R. Lehmann

List price: $45.31
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Description:

Analysis for Marketing Planning, 6/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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Book details

List price: $45.31
Edition: 4th
Copyright year: 1997
Publisher: McGraw-Hill Higher Education
Binding: Book, Other 
Pages: 208
Size: 3.31" wide x 9.09" long x 0.59" tall
Weight: 0.704
Language: English

Overview
Marketing Plan Outline
Defining the Competitive Set
Industry Analysis
Competitor Analysis
Customer Analysis
Economic Value to the Customer
Market Potential and Sales Forecasting
Time Series Regression with Seasonal Factors
Developing Marketing Strategy