Marketing Strategy / The Challenge of the External Environment
Marketing Strategy / The Challenge of the External Environment
- Sage Publications, 1998
- 328
This book provides a unique introduction to long-range strategy development. Acknowledgements, Long-Range Marketing: Analysis and Forecasting, Introductory Overview, Forecasting, Marketing Research, Long-Range Forecasting, Scenarios, Constructing Scenarios, Using Scenarios, Long-Range Marketing: Robust Strategies, Corporate Planning Revisited, Devising Long-Range Marketing Plan, Generic Robust Strategies, Short Term Actions on Long-Term Issues, Index.
761958762
This book provides a unique introduction to long-range strategy development. Acknowledgements, Long-Range Marketing: Analysis and Forecasting, Introductory Overview, Forecasting, Marketing Research, Long-Range Forecasting, Scenarios, Constructing Scenarios, Using Scenarios, Long-Range Marketing: Robust Strategies, Corporate Planning Revisited, Devising Long-Range Marketing Plan, Generic Robust Strategies, Short Term Actions on Long-Term Issues, Index.
761958762