- Paperback: 180 pages
- Publisher: McGraw-Hill Education (ISE Editions); International 2 Revised ed edition (1 July 1997)
- Language English
- ISBN-10: 007115423X
- ISBN-13: 978-0071154239
- Average Customer Review: 4.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: 4,690,191 in Books (See Top 100 in Books)
- See Complete Table of Contents
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More About the Author
Product Description
Product Description
Focusing on marketing planning, this text is suitable for courses in product management, product pricing and brand management as well a marketing management and marketing strategy where brevity, no coverage of the 4Ps, a heavy strategic focus and an emphasis on a marketing plan are desired. Conceptual and analytical in its approach, it centres on industry competitor and customer analysis and includes numerous examples.
From the Publisher
A concise paperback written by well-respected experts in this field. The text is flexible in its length, price, course level, and coverage of marketing planning analysis. Pedagogical features of this text include Skill Building exercises to help the student apply concepts to real situations, a Market Plan Focus which lets the students create their own marketing plan and examples from real companies that highlight text concepts and applications.
Expanded coverage of Customer Analysis Because customers are both the key to successful business and at the core of marketing, the authors felt that additional material was warranted. This new material can be found in Chapter 5.
Expanded coverage of Marketing Strategy-In response to reviewer feedback, the authors have expanded their discussion of marketing strategy (Chapter 7) to include a measure of brand equity based on sales and prices as well as discuss customer-based strategies. (Acquisition, retention, and deletion)
New paired running examples-One of the features readers have liked best is the pair of running examples. This new edition updates these examples to include super-premium ice cream and personal digital assistants.
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.
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. --This text refers to an out of print or unavailable edition of this title.
Expanded coverage of Customer Analysis Because customers are both the key to successful business and at the core of marketing, the authors felt that additional material was warranted. This new material can be found in Chapter 5.
Expanded coverage of Marketing Strategy-In response to reviewer feedback, the authors have expanded their discussion of marketing strategy (Chapter 7) to include a measure of brand equity based on sales and prices as well as discuss customer-based strategies. (Acquisition, retention, and deletion)
New paired running examples-One of the features readers have liked best is the pair of running examples. This new edition updates these examples to include super-premium ice cream and personal digital assistants.
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.
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. --This text refers to an out of print or unavailable edition of this title.
Inside This Book
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First Sentence
Mention the term marketing and many people immediately think of catchy advertising slogans, price promotions, or the dreaded phone solicitation during dinner. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
Mention the term marketing and many people immediately think of catchy advertising slogans, price promotions, or the dreaded phone solicitation during dinner. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
Most Helpful Customer Reviews
Format:Paperback
You need a prior knowledge of marketing to follow this book, but if you do it is really informative and accurate.
Can be used as reference from experienced pros also.
The paper is too thin and the text is not easy to read!
Can be used as reference from experienced pros also.
The paper is too thin and the text is not easy to read!
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
7 reviews
31 of 34 people found the following review helpful
Slammed-Full of Marketing Information!! A must read.
22 Jan 1998
Format:Paperback
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.
9 of 9 people found the following review helpful
Absolutely Fantastic!
11 July 2001
Format:Paperback|Amazon Verified Purchase
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.
2 of 2 people found the following review helpful
Great starting point
11 Oct 2009
Format:Paperback|Amazon Verified Purchase
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!
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!
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