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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A concise paperback written by well-respected experts in this field. The text is flexible in its length, price, course level, and coverage of marketing planning analysis. Pedagogical features of this text include Skill Building exercises to help the student apply concepts to real situations, a Market Plan Focus which lets the students create their own marketing plan and examples from real companies that highlight text concepts and applications.
Expanded coverage of Customer Analysis Because customers are both the key to successful business and at the core of marketing, the authors felt that additional material was warranted. This new material can be found in Chapter 5.
Expanded coverage of Marketing Strategy-In response to reviewer feedback, the authors have expanded their discussion of marketing strategy (Chapter 7) to include a measure of brand equity based on sales and prices as well as discuss customer-based strategies. (Acquisition, retention, and deletion)
New paired running examples-One of the features readers have liked best is the pair of running examples. This new edition updates these examples to include super-premium ice cream and personal digital assistants.
Proven authorship-Donald R. Lehmann and Russell S. Winter are 'brand names' in Marketing circles. The textbook actually evolved from a course given at the Columbia Business School called Marketing Planning and Strategy and has been class-tested and student approved as a 'hands-on' resource.
Concise, Flexible and Affordable At slightly over 250 pages and paperback, Analysis for Marketing Planning is both flexible and inexpensive enough to be used in conjunction with other textbooks or references. Special packaging options are available. The text is an excellent resource that students will want to keep when they enter the professional arena.
Internet examples-Although the product manager's job has not changed drastically with the Internet explosion, the Internet has certainly had an effect on a number of marketing activities. Where appropriate, the authors have integrated such examples.
Market Plan Focus-Although the text doesn't attempt to cover all aspects of the Marketing Plan, it does focus on this familiar document. Students in a capstone course and/or MBA level will be very familiar with the content and purpose of the Marketing Plan, so this focus should help to ensure success and comprehension. Appendix 1a also provides a nice overview and outline of the Marketing Plan to refresh students' memories.
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