TY  - BOOK
AU  - Mercer David
TI  - Marketing Strategy / The Challenge of the External Environment
SN  - 761958762
PY  - 1998///
PB  - Sage Publications
N2  - 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
ER  -