Customer Reviews

Analysis for Marketing Planning

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4 star:		(1)
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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.

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.

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!

This is a good step-by-step detailed tool. It is not for a beginning student or business person. You do need some understanding of terms before you use this book, but once you have a background, this book can be a great asset.

It is a touch overpriced, but then again most textbooks are.

The book covers all aspects of Marketing Planning and is a good reference/checklist. It also explains the concepts with 2 examples throughout the book (towards the end of each chapter) so one can understand how to apply the concepts correctly.

This is a highly effective book for building a basic marketing plan. I highly recommend it.

Formal Market Planning requires a structured and organized methodology to comprehensively formulate a series of initiatives to support goals, objectives, and a company mission. Let there be no misunderstandings, the Analysis for Marketing Planning is the gold standard to guide the reader through the process. Replete and well structured with excellent templates and good example, the reader is able to develop the proper content to complete a marketing plan. As professor of marketing at several universities and a practicing consultant, Analysis for Marketing Planning is the reference and text used to educate PhD candidates in the "best practice" of market planning. Get this book and be informed and armed with the best.