Analysis for marketing planning /
Lehmann, Donald R.
Analysis for marketing planning / Donald R. Lehmann and Russell S. Winer. - 5th ed. - Boston : McGraw-Hill, 2002 - xiii, 256 p. ; 23 cm.
Defining the competitive set -- Industry analysis -- Competitor analysis -- Customer analysis -- Market potential and sales forecasting -- Developing product strategy
0071122249
Marketing--Management--United States
658.802 / L523A 2002
Analysis for marketing planning / Donald R. Lehmann and Russell S. Winer. - 5th ed. - Boston : McGraw-Hill, 2002 - xiii, 256 p. ; 23 cm.
Defining the competitive set -- Industry analysis -- Competitor analysis -- Customer analysis -- Market potential and sales forecasting -- Developing product strategy
0071122249
Marketing--Management--United States
658.802 / L523A 2002