Analysis for Market Planning.

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9780071263634: Analysis for Market Planning.

"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 product's environment, customers and competitors.

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About the Author:

Professor of Business at the Columbia University Graduate School of Business. He has a B.S. degree in mathematics from Union College, Schenectady, New York, and an M.S.I.A. and Ph.D. from the Krannert School of Purdue University. His research interests include modeling individual and group choice and decision making, empirical generalizations and meta-analysis, the introduction and adoption of new products and innovations, and measuring the value of marketing assets such as brands and customers. He has taught courses in marketing, management, and statistics at Columbia, and has also taught at Cornell, Dartmouth, New York University, and the University of Pennsylvania. The Deputy Dean and William Joyce Professor of Marketing at the Stern School of Business, New York University. He received a B.A. in Economics from Union College (N.Y.) and an M.S. and Ph.D. in Industrial Administration from Carnegie Mellon University. He has been on the faculties of Columbia and Vanderbilt universities and, most recently, the University of California at Berkeley. He has been a visiting faculty member at M.I.T., Stanford University, New York University, Cranfield School of Management (U.K.), the Helsinki School of Economics, the University of Tokyo, and Ecole Nationale des Ponts et Chausees.

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Donald R. Lehmann
Published by Irwin/McGraw-Hill
ISBN 10: 0071263632 ISBN 13: 9780071263634
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Book Description Irwin/McGraw-Hill. PAPERBACK. Book Condition: New. 0071263632 Brand new book. International Edition. Ship from multiple locations. 3-5 business days Express Delivery to USA/UK/Europe/Asia/Worldwide. Tracking number will be provided. Satisfaction guaranteed. Bookseller Inventory # SKU003822

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Donald R. Lehmann
Published by Editorial McGraw-Hill (2007)
ISBN 10: 0071263632 ISBN 13: 9780071263634
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Book Description Editorial McGraw-Hill, 2007. Book Condition: New. 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. 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. 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. 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) 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. 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. 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. Internet examples-Although the product manager¿s job has not changed drastically with the Internet explosion, the Internet has certa. Bookseller Inventory # 1387581

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Donald R. Lehmann
Published by Irwin/McGraw-Hill (2008)
ISBN 10: 0071263632 ISBN 13: 9780071263634
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Book Description Irwin/McGraw-Hill, 2008. Paperback. Book Condition: New. book. Bookseller Inventory # 0071263632

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Donald R. Lehmann
Published by MC GRAW HILL EDUCATION (UK) (2017)
ISBN 10: 0071263632 ISBN 13: 9780071263634
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Book Description MC GRAW HILL EDUCATION (UK), 2017. Book Condition: Nuevo. Analysis for Marketing Planning editado por Mc graw hill education (uk). Bookseller Inventory # 3329981331

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Donald R. Lehmann
Published by Mcgraw-Hill Education - Europe (2008)
ISBN 10: 0071263632 ISBN 13: 9780071263634
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Book Description Mcgraw-Hill Education - Europe, 2008. Paperback. Book Condition: Brand New. 7th revised ed edition. 288 pages. 9.06x6.38x0.47 inches. In Stock. Bookseller Inventory # __0071263632

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