More about the book
<b>Marketing Strategy</b> is a unique introduction to marketing strategy development. The volume adds future studies methodology to traditional methods of environmental analysis, and presents a marketing approach for dealing effectively with the increasingly dynamic business environment. Paradoxically, the fast-changing business environment of today requires a longer planning horizon than the short-and- medium term typically covered by environmental analysis. <b>Marketing Strategy</b> provides this by supplementing traditional environmental analysis - for example, scanning and market research - with future studies methodology - for example, forecasting and scenarios. It shows how these powerful techniques and insights can b
Book purchase
Marketing Strategy, David S. Mercer
- Language
- Released
- 1998
- Binding
- (Paperback)
Payment methods
No one has rated yet.
- Title
- Marketing Strategy
- Subtitle
- The Challenge of the External Environment
- Language
- English
- Authors
- David S. Mercer
- Publisher
- SAGE Publications Ltd
- Released
- 1998
- Format
- Paperback
- Pages
- 336
- ISBN10
- 0761958762
- ISBN13
- 9780761958765
- Series
- Tags
- Marketing and PR, Research
- Description
- <b>Marketing Strategy</b> is a unique introduction to marketing strategy development. The volume adds future studies methodology to traditional methods of environmental analysis, and presents a marketing approach for dealing effectively with the increasingly dynamic business environment. Paradoxically, the fast-changing business environment of today requires a longer planning horizon than the short-and- medium term typically covered by environmental analysis. <b>Marketing Strategy</b> provides this by supplementing traditional environmental analysis - for example, scanning and market research - with future studies methodology - for example, forecasting and scenarios. It shows how these powerful techniques and insights can b