Analysis for Marketing Planning

"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. Table of contents: 1. Marketing planning. 2. Defining the competitive set. 3. Industry analysis. 4. Competitor analysis. 5. Customer analysis. 6. Market potential and sales forecasting. 7. Developing marketing strategy. Index.