Overview -- Defining the Competitive Set -- Industry Analysis -- Competitor Analysis -- Customer Analysis -- Market Potential and Sales Forecasting -- Developing Product Strategy

"Lauded as a hands-on resource, Analysis for Marketing Planning shows students how to make decisions based on sound research. This unique text focuses on the analysis needed for useful marketing decisions and is structured around the core marketing document - the marketing plan. With the proven authorship of Donald R. Lehmann and Russell S. Winer, this textbook will give students a valuable hands-on resource as they enter the professional arena."--Jacket