Analysis for Marketing Planning, 7/e (IE-Paperback)
Donald R. Lehmann
Up to date content coverage includes:
1.) New continuous running examples integrated throughout the text. Readers have liked this feature in the previous edition as the relevance of the course becomes clearer.
2.) More central and extensive discussion of customer lifetime value and its implications.
Market Plan Focus-Although the text doesn?t attempt to cover all aspects of the Marketing Plan, it does focus on this familiar document. Students in a capstone course and/or MBA level will be very familiar with the content and purpose of the Marketing Plan, so this focus should help to ensure success and comprehension. Appendix 1a also provides a nice overview and outline of the Marketing Plan to refresh students? memories.
Customer Analysis coverage-- Because customers are both the key to successful business and at the core of marketing, customer analysis coverage has been retained. This material can be found in Chapter 5.
Marketing Strategy coverage- Discussion of marketing strategy (Chapter 7) includes a measure of brand equity based on sales and prices as well as dialogue of customer-based strategies. (Acquisition, retention, and deletion)
Proven authorship-Donald R. Lehmann and Russell S. Winter are ?brand names? in Marketing circles. The textbook actually evolved from a course given at the Columbia Business School called Marketing Planning and Strategy and has been class-tested and student approved as a ?hands-on? resource.
Concise, Flexible and Affordable-- At slightly over 250 pages and paperback, Analysis for Marketing Planning is both flexible and inexpensive enough to be used in conjunction with other textbooks or references. Special packaging options are available. The text is an excellent resource that students will want to keep when they enter the professional arena.
Internet examples-Although the product manager?s job has not changed drastically with the Internet explosion, the Internet has certainly had an effect on a number of marketing activities. Where appropriate, the authors have integrated such examples.
Chapter 1: Marketing Planning 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 (EVC)
APPENDIX 5B: Latent Class Methods
Chapter 6: Market Potential and Sales Forecasting
APPENDIX B: Time Series Regression with Seasonal Factors
Chapter 7: Developing Marketing Strategy