Analysis for Marketing Planning - Softcover

Lehmann, Donald; Winer, Russell

Softcover

ISBN 10: 0073529842 ISBN 13: 9780073529844

Verlag: McGraw-Hill Education, 2007

Inhaltsangabe

Book by Lehmann Donald Winer Russell

Über diesen Titel

Reseña del editor

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.

Biografía del autor

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.

Über diese Auflage

• Verlag: McGraw-Hill Education
• Erscheinungsdatum: 2007
• ISBN 10: 0073529842
• ISBN 13: 9780073529844
• Einband: Tapa blanda
• Anzahl der Seiten: 320