Donald Lehmann, Russell Winer, "Analysis for Marketing Planning, 7 edition"
English | 2007 | pages: 314 | ISBN: 0073529842 | PDF | 5,3 mb
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 products environment, customers and competitors.