具体描述
正确的决策来自正确的分析。本书所关注的就是营销决策过程中的营销策划分析，按照基本的策划文件——营销计划书的格式来组织本书的内容框架，并把重点放在产品环境、顾客和竞争对手的资料分析上。
本书源于哥伦比亚大学商学院的“营销策划与战略”课程，与那些只适用于MBA学员的课程不同，这是一门“手册”式的营销策划分析课程，可以指导那些已经本科毕业的“市场研究经理”、“营销经理”、“品牌经理”与“产品经理”在实际工作中进行数据的收集与分析。
作者简介
Donald R .Lehmann，哥伦比亚哥伦比亚大学商学研究生（Columbia University Graduate School of Business）乔治·E.沃伦讲席工商管理教授，曾在哥伦比亚大学、康奈尔大学等多所大学教授市场营销学、管理和统计学等课程。他在Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research ,Management Science和Marketing Science等国际权威期刊上发表多篇论文并担任这些期刊的编委。他是美国营销科学学会（MSI）的执行董事和消费者研究协会会长。
目录信息
Prefce
Acknowledgements
About the Authors
Chapter 1 Marketing Planning
Overview
Definition and Objectives of Plans Frequent Mistakes in the Planning Process
What Makes a Good Planning System：Some Empirical Results
Is Planning Worthwhile?
The Planning Process
Approaches to Planning
Steps in the Planning Process
Components of the Marketing Plan
The Executive Summary
Situation Analysis
Marketing Objectives/Strategy
Supporting Marketing Programs
The Rest of the Plan
Example
Two Case Studies
Energy Bars(ca．2002)
Personal Digital Assistants (ca.1999)
Summary
References
Appendix Marketing Plan Outline
Chapter 2 Defining the Competitive Set
Chapter 3 Industry Analysis
Chapter 4 Competitor Analysis
Chapter 5 Customer Analysis
Chapter 6 Market Potential and Sales Forecasting
Chapter 7 Developing Marketing Strategy
Appendix A
Index
· · · · · · (收起)
Acknowledgements
About the Authors
Chapter 1 Marketing Planning
Overview
Definition and Objectives of Plans Frequent Mistakes in the Planning Process
What Makes a Good Planning System：Some Empirical Results
Is Planning Worthwhile?
The Planning Process
Approaches to Planning
Steps in the Planning Process
Components of the Marketing Plan
The Executive Summary
Situation Analysis
Marketing Objectives/Strategy
Supporting Marketing Programs
The Rest of the Plan
Example
Two Case Studies
Energy Bars(ca．2002)
Personal Digital Assistants (ca.1999)
Summary
References
Appendix Marketing Plan Outline
Chapter 2 Defining the Competitive Set
Chapter 3 Industry Analysis
Chapter 4 Competitor Analysis
Chapter 5 Customer Analysis
Chapter 6 Market Potential and Sales Forecasting
Chapter 7 Developing Marketing Strategy
Appendix A
Index
· · · · · · (收起)
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