| Donald R .Lehmann，哥伦比亚哥伦比亚大学商学研究生（Columbia University Graduate School of Business）乔治·E.沃伦讲席工商管理教授，曾在哥伦比亚大学、康奈尔大学等多所大学教授市场营销学、管理和统计学等课程。他在Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research ,Management Science和Marketing Science等国际权威期刊上发表多篇论文并担任这些期刊的编委。他是美国营销科学学会（MSI）的执行董事和消费者研究协会会长。 |
| Prefce Acknowledgements About the Authors Chapter 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 Outline Chapter 2 Defining the Competitive Set Chapter 3 Industry Analysis Chapter 4 Competitor Analysis Chapter 5 Customer Analysis Chapter 6 Market Potential and Sales Forecasting Chapter 7 Developing Marketing Strategy Appendix A Index |
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