Lehmann, Donald R.
Analysis for marketing planning. / Donald R. Lehmann and Russell S. Winer. - 6th ed. - Boston : McGraw-Hill/Irvin, 2004, c2005. - xii, 256 p. : ill. ; 23 cm. - McGraw-Hill/Irwin series in marketing .
Includes index.
Contents: Marketing planning -- Defining the competitive set -- Industry analysis -- Competitor analysis -- Customer analysis -- Market potential and sales forecasting -- Developing marketing strategy -- Appendix A.
0072865962 (alk. paper)
2004053843
Marketing--Management.--United States
HF5415.13.L395
658.8/02
Analysis for marketing planning. / Donald R. Lehmann and Russell S. Winer. - 6th ed. - Boston : McGraw-Hill/Irvin, 2004, c2005. - xii, 256 p. : ill. ; 23 cm. - McGraw-Hill/Irwin series in marketing .
Includes index.
Contents: Marketing planning -- Defining the competitive set -- Industry analysis -- Competitor analysis -- Customer analysis -- Market potential and sales forecasting -- Developing marketing strategy -- Appendix A.
0072865962 (alk. paper)
2004053843
Marketing--Management.--United States
HF5415.13.L395
658.8/02