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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
Zakup książki
Marketing Strategy, David S. Mercer
- Język
- Rok wydania
- 1998
- Oprawa
- (miękka)
Metody płatności
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- Tytuł
- Marketing Strategy
- Podtytuł
- The Challenge of the External Environment
- Język
- angielski
- Autorzy
- David S. Mercer
- Wydawca
- SAGE Publications Ltd
- Rok wydania
- 1998
- Oprawa
- miękka
- Liczba stron
- 336
- ISBN10
- 0761958762
- ISBN13
- 9780761958765
- Seria
- Opis
- 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