Marketing Strategy: The Challenge of the External Environment (Published in Association With the Open University) - Softcover

Mercer, David

 
9780761958765: Marketing Strategy: The Challenge of the External Environment (Published in Association With the Open University)
Softcover
ISBN 10: 0761958762 ISBN 13: 9780761958765
Verlag: SAGE Publications Inc, 1998

Inhaltsangabe

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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Über die Autorin bzw. den Autor

David Mercer is Senior-Lecturer in Marketing at the Open University Business School, and chaired the OUBS course team which developed the course The Challenge of the External Environment (B885).

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Verlag
SAGE Publications Inc
Erscheinungsdatum
1998
Sprache
Englisch
ISBN 10 
0761958762
ISBN 13 
9780761958765
Einband
Taschenbuch
Anzahl der Seiten
325
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar

Weitere beliebte Ausgaben desselben Titels

9780761958758: Marketing Strategy: The Challenge of the External Environment (Published in Association with The Open University)

Vorgestellte Ausgabe

ISBN 10:  0761958754 ISBN 13:  9780761958758
Verlag: SAGE Publications Inc, 1998
Hardcover