Publisher description for Analysis for marketing planning / Donald R. Lehmann, Russell S. Winer.


Bibliographic record and links to related information available from the Library of Congress catalog


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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.


Library of Congress subject headings for this publication:
Marketing -- United States -- Management.