Analysis for Marketing Planning, 6/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.

Product Description: What's a customer really worth? Can you find out, without endlesslycomplex modeling? And once you know, what should you do with thatknowledge? Managing Your Customers as Investments has the answers.You'll learn simple ways to get reliable customer value information--ina form you can use...read more

Product Description: For upper-level undergraduate/graduate-level courses in Marketing Research. These renowned members of the academic community offer a textbook that was written with the intent of being more instructive and less encyclopedic than its competitors...read more (view table of contents, read Amazon.com's description)

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Product Description: Book by Farley, John U., Lehmann, Donald R.