Mehr zum Buch
<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
Buchkauf
Marketing Strategy, David S. Mercer
- Sprache
- Erscheinungsdatum
- 1998
- Einband
- (Paperback)
Keiner hat bisher bewertet.
- Titel
- Marketing Strategy
- Untertitel
- The Challenge of the External Environment
- Sprache
- Englisch
- Autor*innen
- David S. Mercer
- Verlag
- SAGE Publications Ltd
- Erscheinungsdatum
- 1998
- Einband
- Paperback
- Seitenzahl
- 336
- ISBN10
- 0761958762
- ISBN13
- 9780761958765
- Reihe
- Schlagwörter
- Marketing & PR, Forschung
- Beschreibung
- <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