TY  - BOOK
AU  - Lehmann,Donald R.
AU  - Winer,Russell S.
TI  - Analysis for marketing planning
T2  - The Irwin series in marketing
SN  - 9780071263634 [paperback]
PY  - 2008///
CY  - New York
PB  - McGraw-Hill Companies, Inc.
KW  - Marketing
KW  - United States
KW  - Management
N1  - 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
ER  -