Lehmann, Donald R.
Analysis for marketing planning / Donald R. Lehmann, Russell S. Winer. - 6th ed. - Boston : McGraw-Hill/Irvin, 2004, c2005. - xii, 256 p. : ill. ; 23 cm. - McGraw-Hill/Irwin series in marketing . - McGraw-Hill/Irwin series in marketing. .
Includes index.
Marketing planning -- Defining the competitive set -- Industry analysis -- Competitor analysis -- Customer analysis -- Market potential and sales forecasting -- Developing marketing strategy. Ch. 1. Ch. 2. Ch. 3. Ch. 4. Ch. 5. Ch. 6. Ch. 7.
"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.
0072865962 (alk. paper)
R2-463091
2004053843
Marketing--Management.--United States
HF 5415.13 / .L395 2008
658.8/02
Analysis for marketing planning / Donald R. Lehmann, Russell S. Winer. - 6th ed. - Boston : McGraw-Hill/Irvin, 2004, c2005. - xii, 256 p. : ill. ; 23 cm. - McGraw-Hill/Irwin series in marketing . - McGraw-Hill/Irwin series in marketing. .
Includes index.
Marketing planning -- Defining the competitive set -- Industry analysis -- Competitor analysis -- Customer analysis -- Market potential and sales forecasting -- Developing marketing strategy. Ch. 1. Ch. 2. Ch. 3. Ch. 4. Ch. 5. Ch. 6. Ch. 7.
"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.
0072865962 (alk. paper)
R2-463091
2004053843
Marketing--Management.--United States
HF 5415.13 / .L395 2008
658.8/02