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Marketing strategy : the challenge of the external environment

By: Mercer,DavidMaterial type: Text

TextPublication details: London ; Thousand Oaks, Calif. : Sage in association with Open University Business School, 1998Description: viii, 325 pages : illustrationsISBN: 9780761958758; 0761958754 ; 9780761958765; 0761958762Subject(s): MarketingDDC classification: 658.8

Contents:

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.

Summary: 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).

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Reference Books	Main Library Reference	Reference	658.8 MER (Browse shelf(Opens below))	Available		008227

Total holds: 0

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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).

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