Marketing Strategy: The Challenge of the External Environment
- ISBN-10
- 0761958754
- ISBN-13
- 9780761958758
- Series
- Marketing Strategy
- Category
- Business & Economics
- Language
- English
- Published
- 1998-06-18
- Publisher
- SAGE Publications Limited
- Author
- David Mercer
Description
Marketing Strategy 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. Marketing Strategy 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
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Other editions
-
- 2023-06-18
- - pages
- Paperback
- Independently Published
-
- 2021-05-03
- 320 pages
- Ebook
- Kogan Page Publishers
-
- 2020-12-31
- 350 pages
- Ebook
- Bloomsbury Publishing
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