| Description |
xi, 263 pages : illustrations ; 22 cm |
| Series |
Best business books |
|
Best business books.
|
| Contents |
Ch. 1. Assessing business opportunities : an overview -- Ch. 2. Strategic management and planning -- Ch. 3. Market demand analysis -- Ch. 4. Competitive analysis -- Ch. 5. Revenue and cost analysis -- Ch. 6. Profitability analysis -- Ch. 7. Feasibility analysis : summary and action plan -- Case 1. Watercrest Park -- Case 2. Superior Electrical Contractors : Residential Services Division -- Case 3. Gateway Medical Waste Transport of Colorado -- Case 4. National Foundations, Inc. -- Case 5. Mildred's Caddy -- Case 6. Jay's Travel Trailer Park -- Case 7. The Box Factory, Inc. -- Case 8. Central Bank : automatic teller machines -- Case 9. Jill's House of Cakes -- Case 10. Sound Communications, Inc. -- App. A. Secondary data sources for assessing market opportunities -- App. B. Sample market opportunity analysis report |
| Summary |
"Market Opportunity Analysis: Text and Cases guides students (and professionals) step-by-step through the complicated process of determining the feasibility of marketing a new product or service. As financial markets struggle with changing interest rates, governmental policies shift back and forth on tax increases, decreases, and deficit spending, and international competition in major product categories is at an all-time high, business managers are forced to reevaluate the basis for success. The authors of this textbook combine decades of practical experience in market research, strategic management, consumer behavior, and new venture creation to help readers develop the analytical skills they need to focus on what needs to be done - and how to do it."--BOOK JACKET |
| Notes |
"The first edition of this book, Market analysis: assessing your business opportunities (The Haworth Press, 1993), was authored by Robert E. Stevens, Philip K. Sherwood, and Paul Dunn"--T.p. verso |
| Bibliography |
Includes bibliographical references (page 259) and index |
| Subject |
New products -- Marketing -- Case studies.
|
|
New business enterprises -- Planning -- Case studies.
|
|
Strategic planning.
|
|
Marketing research.
|
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Consumer behavior.
|
| Genre/Form |
Case studies.
|
| Author |
Stevens, Robert E., 1942-
|
|
Stevens, Robert E., 1942-
Market analysis
|
| LC no. |
2005015271 |
| ISBN |
0789024187 hardcover alkaline paper |
|
0789024195 soft alkaline paper |
|
