Marketing Mix Analysis With Lotus 1 2 3

The concept of modeling market response is introduced and supported by a set of Lotus 1-2-3 spreadsheets that provide marketing decision makers with rapid sensitivity analysis and instant graphics. The accompanying software is designed to evaluate the impact of various marketing policies on sales and profitability. By translating equations into graphic representations, it makes sophisticated marketing models accessible to marketing professionals and students who do not have extensive quantitative training. The software is designed for IBM PCs and compatibles, and runs with Lotus 1-2-3, Version 1.A or 2.0.

Shows Business Professionals How to Use 1-2-3 to Help Solve a Variety of Problems. Includes Over 30 Spreadsheets Covering Forecasting, Estimating Market Potential, Pricing, Promotion, & Retailing

This text was assembled to provide students with a comprehensive set of readings useful in understanding and designing successful marketing strategies. It reflects the thinking of its authors, who believe that strategic marketing is taking a new direction in the 1990's. While strategic marketing continues to build on the solid foundations of customer and competitor analysis, it now must also integrate all the functions of a business into a unified market-led perspective. 30 of the 38 readings in this text are new to this edition.

Planning is one of the most important roles of management, and a company's marketing plan is a key input to their business strategy. It should identify the most promising business opportunities and outline how to penetrate, capture and maintain positions in identified markets. Yet many books on marketing plans are overly academic, long on theory and short on examples. The Marketing Planning Workbook is an antidote to that approach. Highly practical and only including as much theory as is necessary, it will help anyone to understand the principles of marketing planning so that they can assemble any type of plan. The whole planning process is dealt with step by step, using models of six small businesses in a range of industries. Topics covered include: what is a marketing plan, the marketing audit, setting marketing objectives, devising marketing strategies, distribution, advertising, sales promotion, planning for a new product, developing new sales areas, budgets, income statements, and writing and presenting a plan.Small businesses do not have surplus people to do their marketing planning. This book will enable busy people to prepare marketing plans in a time-effective manner.