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Type of bind: Paperback
Dewey Decimal Number: 658.802
EAN num: 9780073529844
ISBN number: 0073529842
Label: McGraw-Hill/Irwin
Manufacturer: McGraw-Hill/Irwin
Quantity: 1
Page Count: 312
Printing Date: November 29, 2007
Publishing house: McGraw-Hill/Irwin
Sale Popularity Level: 850766
Studio: McGraw-Hill/Irwin
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Editor's Notes and Comments:
Product Description:
Analysis for Marketing Planning, 7/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 endeavor to cover all aspects of the marketing plan; rather it focuses on the analysis pertaining to a product�s environment, customers and competitors.
User popularity level:
Rated by buyers -
This is a highly effective book for building a basic marketing plan. I highly recommend it.
Rated by buyers -
Formal Market Planning requires a structured and organized methodology to comprehensively formulate a series of initiatives to support goals, objectives, and a company mission. Let there be no misunderstandings, the Analysis for Marketing Planning is the gold standard to guide the reader through the process. Replete and well structured with excellent templates and good example, the reader is able to develop the proper content to complete a marketing plan. As professor of marketing at several universities and a practicing consultant, Analysis for Marketing Planning is the reference and text used to educate PhD candidates in the "best practice" of market planning. Get this book and be informed and armed with the best.
Rated by buyers -
This is a good step-by-step detailed tool. It is not for a beginning student or business person. You do need some understanding of terms before you use this book, but once you have a background, this book can be a great asset.
It is a touch overpriced, but then again most textbooks are.
Rated by buyers -
While most marketing books talk at a very high level (targeted towards high-level managers in the organization) this book is the very first of its kind that talks at the implementational level. This is a MUST READ for anybody interested in putting together action plans that can be used to get some real-world real-work done. I cannot stress enough how helpful this book has been to me in putting together my marketing plans (product/service based, product/service line based and brand based). Whats fascinating is how easy it is to read this book and quickly start to formalize executional plans. It covers varied topics in small concise chapters detailing different methodologies and where they can be applied. Topics covered range from competitive sets, industry analysis, customer analysis, forecasting markets, segments and everything a marketer needs to develop working marketing plans.
I constantly keep coming back to this book to evaluate how I am organizing my action plans and if I'm doing the right thing (from a process perspective).
BUY THIS BOOK AND BUY IT NOW.
Rated by buyers -
A whole marketing planning course into 200 pages! I am a MBA who was required to read this. This should be required reading for anyone in business - students and professionals. It covers everything from Competitor Analysis to Market Potential and Forecasting. You can become a marketing guru in less than a week.
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