市场营销决策分析

Prefce AcknowledgementsAbout the AuthorsChapter 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

Prefce AcknowledgementsAbout the AuthorsChapter 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 OutlineChapter 2 Defining the Competitive SetChapter 3 Industry AnalysisChapter 4 Competitor AnalysisChapter 5 Customer AnalysisChapter 6 Market Potential and Sales ForecastingChapter 7 Developing Marketing StrategyAppendix AIndex

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。