TY  - BOOK
AU  - Mercer,David 
TI  - Marketing strategy : the challenge of the external environment
SN  - 9780761958758
U1  - 658.8 
PY  - 1998///
CY  - London ; , Thousand Oaks, Calif. : 
PB  - Sage in association with Open University Business School, 
KW  - Marketing
N1  - 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
N2  - 	
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)
ER  -