Marketing strategy : the challenge of the external environment (Record no. 38229)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01484nam a2200205 a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780761958758 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0761958754 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780761958765 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0761958762 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.8 |
| Item number | MER |
| 100 ## - MAIN ENTRY--AUTHOR NAME | |
| Personal name | Mercer,David |
| 245 ## - TITLE STATEMENT | |
| Title | Marketing strategy : the challenge of the external environment |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | London ; |
| -- | Thousand Oaks, Calif. : |
| Name of publisher | Sage in association with Open University Business School, |
| Year of publication | 1998. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | viii, 325 pages : |
| Other physical details | illustrations ; |
| 500 ## - GENERAL NOTE | |
| General note | Includes index |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Part One. Long-Range Marketing, Analysis and Forecasting --<br/>Introductory Overview --<br/>Forecasting --<br/>Market Research --<br/>Short- and Medium-Term Forecasting --<br/>Long-Range Forecasting --<br/>Scenarios --<br/>Constructing Scenarios --<br/>Using Scenarios --<br/>Part Two. Long-Range Marketing: Robust Strategies --<br/>Purpose of Robust Strategies --<br/>Corporate Planning Revisited --<br/>The Long-Range Marketing Plan --<br/>Devising Long-Range Strategies --<br/>Generic Robust Strategies --<br/>Short-Term Actions on Long-Term Issues. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | <br/>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). |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Marketing. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Reference Books |
| Collection code | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Cost, normal purchase price | Full call number | Accession Number | Koha item type |
|---|---|---|---|---|---|---|---|---|---|
| Reference | Main Library | Main Library | Reference | 21/01/2004 | Purchased | 2832.00 | 658.8 MER | 008227 | Reference Books |