ISBN 9780070667068,Analysis For Marketing Planning

Analysis For Marketing Planning



Tata Mcgraw Hill Education Private Limited

Publication Year 2007

ISBN 9780070667068

ISBN-10 0070667063


Edition 6th
Number of Pages 265 Pages
Language (English)


This text can be used as a core text or supplemental text in product/brand management or marketing strategy course at the MBA level. It focuses on the analysis needed for sound marketing decisions and is structured around the core marketing document--the Marketing Plan. Key Features Comprehensive coverage of Customer Analysis,and Competitor Analysis. Detailed coverage of Marketing Strategy- strategic choices and positioning, measure of brand equity based on sales and prices customer-based strategies. (Acquisition, retention, and deletion) Paired running examples through the text-super-premium ice cream and personal digital assistants. Internal Example features at appropriate places in the book. Up-to-date Coverage Services and Marketing Services,Disruptive technologies & market cycles, Shutting down a product line, innovation and managing creativity, NPM and testing, and comprehensive coverage of product strategy.