Analysis for Marketing Planning [Paperback]

Donald R. Lehmann (Author), Russell S Winer (Author), Russell Winer (Author)

Book Description

ISBN-10: 0070275475 | ISBN-13: 978-0070275478 | Publication Date: June 30, 2001 | Edition: 5

Analysis for Marketing Planning 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.

Product Details

• Paperback: 272 pages
• Publisher: McGraw-Hill/Irwin; 5 edition (June 30, 2001)
• Language: English
• ISBN-10: 0070275475
• ISBN-13: 978-0070275478
• Product Dimensions: 9 x 6.4 x 0.5 inches
• Shipping Weight: 12.8 ounces
• Average Customer Review: 4.9 out of 5 stars  See all reviews (7 customer reviews)
• Amazon Best Sellers Rank: #1,152,766 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

30 of 33 people found the following review helpful:

5.0 out of 5 stars Slammed-Full of Marketing Information!! A must read., January 21, 1998

By A Customer

This review is from: Analysis for Marketing Planning (Irwin Series in Marketing) (Paperback)

A whole marketing planning course into 200 pages! I am a MBA who was required to read this. This should be required reading for anyone in business - students and professionals. It covers everything from Competitor Analysis to Market Potential and Forecasting. You can become a marketing guru in less than a week.

9 of 9 people found the following review helpful:

5.0 out of 5 stars Absolutely Fantastic!, July 11, 2001

By A Customer

Amazon Verified Purchase

This review is from: Analysis for Marketing Planning (Irwin Series in Marketing) (Paperback)

While most marketing books talk at a very high level (targeted towards high-level managers in the organization) this book is the first of its kind that talks at the implementational level. This is a MUST READ for anybody interested in putting together action plans that can be used to get some real-world real-work done. I cannot stress enough how helpful this book has been to me in putting together my marketing plans (product/service based, product/service line based and brand based). Whats fascinating is how easy it is to read this book and quickly start to formalize executional plans. It covers varied topics in small concise chapters detailing different methodologies and where they can be applied. Topics covered range from competitive sets, industry analysis, customer analysis, forecasting markets, segments and everything a marketer needs to develop working marketing plans.

I constantly keep coming back to this book to evaluate how I am organizing my action plans and if I'm doing the right thing (from a process perspective).

BUY THIS BOOK AND BUY IT NOW.

2 of 2 people found the following review helpful:

4.0 out of 5 stars Great starting point, October 11, 2009

By 

M. Goldberg "wood rat" (Windsor, CO) - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: Analysis for Marketing Planning (Paperback)

Lehmann and Winer present a solid overview of the types of analysis that should go into good marketing planning. Where most marketing books cover a broad spectrum of topics, the authors zero in on the step-by-step process of a complete marketing analysis as the starting point for creating thorough marketing plans. The authors use two market segments to illustrate their points throughout the book, carrying a theme that builds on prior chapters that is more effective than a random assortment of examples.

I found myself wanting more details and concrete how-to in the quantitative analysis section. If that's what you're looking for, you should probably look further. Otherwise it's a great read!