Analysis for Marketing Planning

by Donald R. Lehmann, Russell S Winer

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.

320 pages, Paperback

First published January 1, 1988

Reviews

[Amir Jabbari · Rating 4 out of 5]

The analytical thinking and frameworks provided in the book was highly insightful.

[EOB · Rating 5 out of 5]

A lot of books present themselves as "MBA In A Box" type resources - this thin little volume is a distilled and powerful synthesis of the actually useful frameworks and tools contained within well-worn analytical case methods the big MBA programs sell. I used this extensively in my early career after getting "thrown in the pool" by the strategy consultants who trained me - and still recommend it to folks trying to build business plans, or understand what a "strategy"/"tactic"/"plan" must be in the first place.