Analysis for Marketing Planning, 7 edition

Lehmann and Winer present a solid overview of the types of analysis that should go into good marketing planning. Where most marketing books cover a broad spectrum of topics, the authors zero in on the step-by-step process of a complete marketing analysis as the starting point for creating thorough marketing plans. The authors use two market segments to illustrate their points throughout the book, carrying a theme that builds on prior chapters that is more effective than a random assortment of examples.

I found myself wanting more details and concrete how-to in the quantitative analysis section. If that's what you're looking for, you should probably look further. Otherwise it's a great read!

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The book covers all aspects of Marketing Planning and is a good reference/checklist. It also explains the concepts with 2 examples throughout the book (towards the end of each chapter) so one can understand how to apply the concepts correctly.