企業管理 >> 行銷規劃 >> Analysis for Marketing Planning 7/e 作者：Lehmann 年份：2008年 7版 ISBN：9780071263634 書號：MB0495P 規格：平裝/單色 頁數：312 出版商：McGraw-Hill 定價：$600元 線上價：$540元 參考網址：http://www.mcgraw-hill.com.sg/htm...   Up to date content coverage includes: 1.) New continuous running examples integrated throughout the text. Readers have liked this feature in the previous edition as the relevance of the course becomes clearer. 2.) More central and extensive discussion of customer lifetime value and its implications. 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. Customer Analysis coverage-- Because customers are both the key to successful business and at the core of marketing, customer analysis coverage has been retained. This material can be found in Chapter 5. Marketing Strategy coverage- Discussion of marketing strategy (Chapter 7) includes a measure of brand equity based on sales and prices as well as dialogue of customer-based strategies. (Acquisition, retention, and deletion) 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. Donald R. Lehmann Donald R. Lehmann is George E. Warren Professor of Business at the Columbia University Graduate School of Business. He has a BS degree in mathematics from Union College, Schenectady, New York, and an MSIA and PhD from the Krannert School of Purdue University. His research interests include modeling individual and group choice and decision making, empirical generalizations and meta-analysis, the introduction and adoption of new products and innovations, and measuring the value of marketing assets such as brands and customers. He has taught courses in marketing, management, and statistics at Columbia, and has also taught at Cornell, Dartmouth, New York University, and the University of Pennsylvania. He has published in and served on the editorial boards of Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Management Science, and Marketing Science, and was founding editor of Marketing Letters. In addition to numerous journal articles, he has published several books including Market Research and Analysis, Analysis for Marketing Planning, Product Management, and Meta Analysis in Marketing. Professor Lehmann has served as Executive Director of the Marketing Science Institute and as President of the Association for Consumer Research. Russell S. Winer Russell S. Winer is the Executive Director of the Marketing Science Institute in Cambridge, Massachusetts, and the William Joyce Professor of Marketing at the Stern School of Business, New York University. He received a BA in Economics from Union College and an MS and PhD in Industrial Administration from Carnegie Mellon University. He has been on the faculties of Columbia and Vanderbilt universities and the University of California at Berkeley. Professor Winer has been a visiting faculty member at MIT, Stanford University, Cranfield School of Management (UK), the Helsinki School of Economics, the University of Tokyo, École Nationale des Ponts et Chausées and Henley Management College (UK). He has written three books, Marketing Management, Analysis for Marketing Planning and Product Management, and a research monograph, Pricing. He has authored over 60 papers in marketing on a variety of topics including consumer choice, marketing research methodology, marketing planning, advertising, and pricing. Professor Winer has served two terms as the editor of the Journal of Marketing Research, he is the past co-editor of the Journal of Interactive Marketing, he is an Associate Editor of the International Journal of Research in Marketing, he is the co-editor of the Review of Marketing Science, and he is on the editorial boards of the Journal of Marketing, the Journal of Marketing Research, and Marketing Science. He has participated in executive education programs around the world and is currently an advisor to a number of startup companies. Chapter 1: Marketing Planning Outline Chapter 2: Defining the Competitive Set Chapter 3: Industry Analysis Chapter 4: Competitor Analysis Chapter 5: Customer Analysis      APPENDIX 5A: Economic Value to the Customer (EVC)      APPENDIX 5B: Latent Class Methods Chapter 6: Market Potential and Sales Forecasting      APPENDIX B: Time Series Regression with Seasonal Factors Chapter 7: Developing Marketing Strategy