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