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
	 Appendix 1A: Marketing Plan Outline
 Chapter 2: Defining the Competitive Set
 Chapter 3: Industry Analysis
 Chapter 4: Competitor Analysis
 Chapter 5: Customer Analysis
	 Appendix 5A: Economic Value to the Customer
 Chapter 6: Market Potential and Sales Forecasting
	 Appendix 6A: Time Series Regression with Seasonal Factors
 Chapter 7: Developing Marketing Strategy




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