Analysis for Marketing Planning, 7 edition

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Book Description Publication Date: November 29, 2007 | ISBN-10: 0073529842 | ISBN-13: 978-0073529844 | Edition: 7 Analysis for Marketing Planning, 7/e by Lehmann and Winer focuses on the analysis needed for sound Marketing...
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Book Description

Publication Date: November 29, 2007 | ISBN-10: 0073529842 | ISBN-13: 978-0073529844 | Edition: 7
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 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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Most Helpful Customer Reviews
2 of 2 people found the following review helpful
 
4.0 out of 5 stars Great starting point October 11, 2009
Format:Paperback|Verified Purchase
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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1 of 1 people found the following review helpful
 
5.0 out of 5 stars Really valuable and informative March 19, 2011
Format:Paperback|Verified Purchase
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.
 

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