Marketing Strategy / The Challenge of the External Environment

Contributor(s):

Mercer David

Material type:

TextPublication details: Sage Publications, 1998Description: 328ISBN:

761958762

Summary: 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.

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Holdings
Item type	Current library	Call number	Copy number	Status	Barcode
Books	MC Athens Campus Library	658.802 MER (Browse shelf(Opens below))	1	Available	9780000014948

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.

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Marketing Strategy / The Challenge of the External Environment