Analysis for marketing planning
著者
書誌事項
Analysis for marketing planning
（Irwin/McGraw-Hill series in marketing）
McGraw-Hill/Irvin, 2004, c2005
6th ed
- alk. paper
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注記
Includes index
内容説明・目次
内容説明
"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.
目次
Chapter 1: Overview Appendix 1A: Marketing Plan Outline Chapter 2: Defining the Competitive Set Chapter 3: Industry Analysis Chapter 4: Competitor Analysis Chapter 5: Customer Analysis Appendix 5A: Economic Value to the Customer Chapter 6: Market Potential and Sales Forecasting Appendix 6A: Time Series Regression with Seasonal Factors Chapter 7: Developing Marketing Strategy
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