Analysis for Marketing PlanningAnalysis for Marketing Planning 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 soun |
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advertising approach assess attributes average basic behavior Ben & Jerry's brand equity brand name buyers changes chapter companies Compaq competition competitor analysis conjoint analysis consider consumer core strategy corporate cost customer analysis decisions defined developed differential advantage Edition estimate example factors Federal Express Figure firms focus forecast growth Häagen-Dazs important income increase industry Internet Journal of Marketing major manufacturers margin market potential market segments market share Marketing Management marketing mix marketing plan Marketing Research marketing strategy methods objectives Palm PDAs Pepsi percent perceptual map personal computers Personal Digital Assistants position predict prod product category product form product manager profits programs purchase regression regression analysis retail sales force sources substitutes Super-Premium Ice Cream suppliers target tion tomers trend usage users versus Wall Street Journal