Analysis for marketing planning
By: Donald R. Lehmann, Russell S. Winer
Contributors: Winer, Russell S
Edition: 6th ed
Series: McGraw-Hill/Irwin series in marketing
Publisher: McGraw-Hill/Irvin
Published: 2004
Place of publication: Boston
Language: eng
Number of pages: 256
Subjects: Marketing -- United States -- Management
Notes: Includes index
Table of contents: title: Marketing planning; title: Defining the competitive set; title: Industry analysis; title: Competitor analysis; title: Customer analysis; title: Market potential and sales forecasting; title: Developing marketing strategy