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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
Compra de libros
Marketing Strategy, David S. Mercer
- Idioma
- Publicado en
- 1998
- Encuadernación
- (Tapa blanda)
Métodos de pago
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- Título
- Marketing Strategy
- Subtítulo
- The Challenge of the External Environment
- Idioma
- Inglés
- Autores
- David S. Mercer
- Editorial
- SAGE Publications Ltd
- Publicado en
- 1998
- Formato
- Tapa blanda
- Páginas
- 336
- ISBN10
- 0761958762
- ISBN13
- 9780761958765
- Serie
- Etiquetas
- Marketing y relaciones públicas, Investigación
- Descripción
- <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