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Analysis for marketing planning / Donald R. Lehmann, Russell S. Winer.

By: Contributor(s): Material type: TextTextSeries: McGraw-Hill/Irwin series in marketingPublication details: Boston : McGraw-Hill/Irvin, 2004, c2005.Edition: 6th edDescription: xii, 256 p. : ill. ; 23 cmISBN:
  • 0072865962 (alk. paper)
Subject(s): DDC classification:
  • 658.8/02 22
LOC classification:
  • HF 5415.13 .L395 2008
Online resources:
Contents:
Ch. 1. Marketing planning -- 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 marketing strategy.
Review: "With a six-part framework, the authors focus on the analysis needed to create a successful marketing plan. Lauded as a hands-on resource, the text shows students how to make decisions based on sound research."--BOOK JACKET.
Reviews from LibraryThing.com:
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Holdings
Item type Current library Call number Status Barcode
Books The MUA Library South C campus - Open Collection HF 5351 .L44 2005 (Browse shelf(Opens below)) Available 2008-3943

Includes index.

Ch. 1. Marketing planning -- 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 marketing strategy.

"With a six-part framework, the authors focus on the analysis needed to create a successful marketing plan. Lauded as a hands-on resource, the text shows students how to make decisions based on sound research."--BOOK JACKET.

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