Marketing Analysis in Practice (5th Edition)

Author: Donald Lehmann
Publisher:
Publish Date: 2004-04-01
Features: This book introduces practical marketing analysis templates and methods for conducting marketing analysis.
Chapter 1: Overview of Marketing Planning: Basic principles for developing a marketing plan, common mistakes made when creating plans, and a detailed outline of a marketing plan.
Chapter 2: Defining Competitors: Methods for identifying competitors at different levels.
Chapter 3: Industry Analysis: Assessing the position of a product in the market using indicators such as market growth rate, industry factors (e.g., barriers to entry), and environmental factors (e.g., regulation).
Chapter 4: Competitor Analysis: How to analyze competitive dynamics based on competitors' goals, strategies, and capabilities, and predict their future actions.
Chapter 5: Customer Analysis: Managing and analyzing customer data.
Chapter 6: Market Potential and Sales Forecasting: Methods for predicting market potential, sales potential, and market share.
Chapter 7: Developing Product Marketing Strategies: Effectively applying marketing analysis methods to marketing strategy development.