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David Mercer:

Marketing Strategy: The Challenge of the External Environment - First edition

1998, ISBN: 0761958754

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[EAN: 9780761958758], D'occasion, comme neuf, [SC: 0.95], [PU: Sage Publications Ltd], 1998. 1st Edition. Hardcover. "Includes bibliographical references and index. Commissioning organisa… More...

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David Mercer:

Marketing Strategy: The Challenge of the External Environment - First edition

1998, ISBN: 0761958754

Paperback

[EAN: 9780761958758], D'occasion, comme neuf, [SC: 0.97], [PU: Sage Publications Ltd], 1998. 1st Edition. Hardcover. "Includes bibliographical references and index. Commissioning organisa… More...

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David Mercer:
Marketing Strategy: The Challenge of the External Environment - First edition

1998

ISBN: 0761958754

Paperback

[EAN: 9780761958758], D'occasion, comme neuf, [SC: 2.0], [PU: Sage Publications Ltd], 1998. 1st Edition. Hardcover. "Includes bibliographical references and index. Commissioning organisat… More...

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David Mercer:
Marketing Strategy: the Challenge of the External Environment - First edition

1998, ISBN: 9780761958758

Hardcover

Hard cover, Like New, [ED: 1], 1998. 1st Edition. Hardcover. "Includes bibliographical references and index. Commissioning organisation: David Mercer. viii, 325 p. ill. 25 cm. Paperback. … More...

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Marketing Strategy: The Challenge of the External Environment - Mercer, David S
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Mercer, David S:
Marketing Strategy: The Challenge of the External Environment - used book

1998, ISBN: 9780761958758

SAGE Publications Inc, Relié, 336 Seiten, Publiziert: 1998-02-24T00:00:01Z, Produktgruppe: Livre, 2.09 kg, Livres anglais et étrangers, Boutiques, Livres, Management, Entreprise et Bourse… More...

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Details of the book
Marketing Strategy: The Challenge of the External Environment
Author:
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ISBN:

9780761958758


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 be applied to marketing planning and strategy. The first part of the book covers the different techniques of environmental analysis and long-range forecasting, and examines their relationship with marketing and strategy. The second part demonstrates their application to the marketing planning process, leading to the development of so-called robust strategies. A range of `generic' robust strategies, i.e. key marketing strategies for long-term business survival and success, such as branding and relationship management, conclude the book.

Details of the book - Marketing Strategy: The Challenge of the External Environment


EAN (ISBN-13): 9780761958758
ISBN (ISBN-10): 0761958754
Hardcover
Paperback
Publishing year: 1998
Publisher: SAGE Publications Inc
336 Pages
Weight: 0,939 kg
Language: eng/Englisch

Book in our database since 2008-01-25T07:20:51-05:00 (New York)
Detail page last modified on 2021-12-28T17:53:38-05:00 (New York)
ISBN/EAN: 9780761958758

ISBN - alternate spelling:
0-7619-5875-4, 978-0-7619-5875-8
Alternate spelling and related search-keywords:
Book author: david mercer, sage
Book title: marketing strategy, open oog

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