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<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
Acquisto del libro
Marketing Strategy, David S. Mercer
- Lingua
- Pubblicato
- 1998
- Rilegatura
- (In brossura)
Metodi di pagamento
Ancora nessuna valutazione.
- Titolo
- Marketing Strategy
- Sottotitolo
- The Challenge of the External Environment
- Lingua
- Inglese
- Autori
- David S. Mercer
- Editore
- SAGE Publications Ltd
- Pubblicato
- 1998
- Formato
- In brossura
- Pagine
- 336
- ISBN10
- 0761958762
- ISBN13
- 9780761958765
- Serie
- Descrizione
- <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