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Mercer,David

Marketing strategy : the challenge of the external environment - London ; Thousand Oaks, Calif. : Sage in association with Open University Business School, 1998. - viii, 325 pages : illustrations ;

Includes index

Part One. Long-Range Marketing, Analysis and Forecasting --
Introductory Overview --
Forecasting --
Market Research --
Short- and Medium-Term Forecasting --
Long-Range Forecasting --
Scenarios --
Constructing Scenarios --
Using Scenarios --
Part Two. Long-Range Marketing: Robust Strategies --
Purpose of Robust Strategies --
Corporate Planning Revisited --
The Long-Range Marketing Plan --
Devising Long-Range Strategies --
Generic Robust Strategies --
Short-Term Actions on Long-Term Issues.


Marketing Strategy provides a unique introduction to marketing strategy development. Adding future studies methodology to traditional methods of environmental analysis, it presents an effective marketing approach for dealing with the increasingly dynamic business environment.This book is the Course Text for The Open University Course The Challenge of the External Environment (B885).

ISBN: 9780761958758 0761958754 9780761958765 0761958762

Subjects--Topical Terms:
Marketing.

Dewey Class. No.: 658.8 / MER