Analysis for Marketing Planning

by Donald R. Lehmann and Russell S. Winer

Book Overview

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...

• Format: Hardcover
• Language: English
• ISBN: 0256057834
• ISBN13: 9780256057836
• Release Date: January 1988
• Publisher: Business Publications, Incorporated
• Length: 175 Pages
• Weight: 0.75 lbs.

Customer Reviews

Great Marketing Planning Book

This is a highly effective book for building a basic marketing plan. I highly recommend it.

Analysis for Marketing Planning

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.

A good tool

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.

Absolutely Fantastic!

While most marketing books talk at a very high level (targeted towards high-level managers in the organization) this book is the 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.

Slammed-Full of Marketing Information!! A must read.

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.