Analysis for Marketing PlanningAnalysis 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. |
Contents
MARKETING PLANNING | 1 |
Marketing Plan Outline | 13 |
DEFINING THE COMPETITIVE SET | 19 |
Copyright | |
11 other sections not shown
Common terms and phrases
Ability achieve advertising approach areas assess bargaining power basic behavior Boston Consulting Group brand switching budget changes chapter Coke colas compete competition competitor analysis consider consumer core strategy corporate cost customer analysis customer value decisions defined determine Diet Diet Pepsi differential advantage Dr Pepper environmental example expected firms groups growth important income increase industry attractiveness industry factors Journal of Marketing Lehmann mainframe computer major competitors manufacturing market potential market segments market share marketing manager marketing mix marketing plan Marketing Research marketing strategy ment Multidimensional Scaling objectives Pepsi percent perceptual map personal computer predict problem product category product form product life cycle product or service profits programs purchase regression analysis S₁ sales forecast situation analysis soft drinks sources substitutes sumers summary suppliers target Technological tion tomers trend versus