Analysis for Marketing Planning by Donald R. Lehmann
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Analysis for Marketing Planning
By Donald R. Lehmann

Analysis for Marketing Planning

7th Revised edition

By (author) See other recent books by Donald R. Lehmann See other recent books by Russell S. Winer
Format: Paperback

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Analysis for Marketing Planning by Donald R. Lehmann

Book Description

"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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Book Details

ISBN: 9780073529844
ISBN-10: 0073529842
Format: Paperback
(231mm x 162mm x 12mm)
Pages: 312
Imprint: McGraw Hill Higher Education
Publisher: McGraw-Hill Education - Europe
Publish Date: 29-Nov-2007
Country of Publication: United States

Other Editions...


Books By Author Donald R. Lehmann

Product Management by Donald R. Lehmann Product Management, Paperback (November 2004)

Covers three major tasks facing product mangers: analyzing the market, developing objectives and strategies for the product or service in question, and making decisions about price, advertising, promotion, channels of distribution and service. This work utilizes the familiar Marketing Plan as the unifying framework for its lessons.

» View all books by Donald R. Lehmann

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Author Biography - Donald R. Lehmann

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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