Analysis for Marketing Planning

Rating:
Summary: Slammed-Full of Marketing Information!! A must read.
Review: A whole marketing planning course into 200 pages! I am a MBA who was required to read this. This should be required reading for anyone in business - students and professionals. It covers everything from Competitor Analysis to Market Potential and Forecasting. You can become a marketing guru in less than a week.

Rating:
Summary: A good tool
Review: This is a good step-by-step detailed tool. It is not for a beginning student or business person. You do need some understanding of terms before you use this book, but once you have a background, this book can be a great asset.

It is a touch overpriced, but then again most textbooks are.

Rating:
Summary: Absolutely Fantastic!
Review: While most marketing books talk at a very high level (targeted towards high-level managers in the organization) this book is the first of its kind that talks at the implementational level. This is a MUST READ for anybody interested in putting together action plans that can be used to get some real-world real-work done. I cannot stress enough how helpful this book has been to me in putting together my marketing plans (product/service based, product/service line based and brand based). Whats fascinating is how easy it is to read this book and quickly start to formalize executional plans. It covers varied topics in small concise chapters detailing different methodologies and where they can be applied. Topics covered range from competitive sets, industry analysis, customer analysis, forecasting markets, segments and everything a marketer needs to develop working marketing plans.

I constantly keep coming back to this book to evaluate how I am organizing my action plans and if I'm doing the right thing (from a process perspective).

BUY THIS BOOK AND BUY IT NOW.