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.
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