Table of contents 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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Chapter 1 Overview Chapter 2 Defining the Competitive Set Chapter 3 Industry Analysis Chapter 4 Competitor Analysis Chapter 5 Customer Analysis Chapter 6 Market Potential and Sales Forecasting Chapter 7 Developing Product Strategy


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