Lehmann, Donald R.
Analysis for marketing planning / Donald R. Lehmann, Russell S. Winer. - Seventh edition - New York : McGraw-Hill Companies, Inc., c2008 - xii, 299 pages : illustrations ; - The Irwin series in marketing .
Includes bibliographical references and index
Contents: Preface,acknowledgement,about the authors; Chapter 1:Marketing planning -- Chapter 2:Defining the competitive set -- Chapter 3:Industry analysis -- Chapter 4:Competitor analysis -- Chapter 5:Customer analysis -- Chapter 6:Market potentials and sales forecasting -- Chapter 7:Developing marketing strategy; includes appendices
English
9780071263634 [paperback]
93012894
Marketing--Management--United States
Analysis for marketing planning / Donald R. Lehmann, Russell S. Winer. - Seventh edition - New York : McGraw-Hill Companies, Inc., c2008 - xii, 299 pages : illustrations ; - The Irwin series in marketing .
Includes bibliographical references and index
Contents: Preface,acknowledgement,about the authors; Chapter 1:Marketing planning -- Chapter 2:Defining the competitive set -- Chapter 3:Industry analysis -- Chapter 4:Competitor analysis -- Chapter 5:Customer analysis -- Chapter 6:Market potentials and sales forecasting -- Chapter 7:Developing marketing strategy; includes appendices
English
9780071263634 [paperback]
93012894
Marketing--Management--United States