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Donald Lehmann – Analysis for Marketing Planning
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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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