Více o knize
<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
Nákup knihy
Marketing Strategy, David S. Mercer
- Jazyk
- Rok vydání
- 1998
- Vazba
- (měkká)
Nikdo zatím neohodnotil.
- Titul
- Marketing Strategy
- Podtitul
- The Challenge of the External Environment
- Jazyk
- anglicky
- Autoři
- David S. Mercer
- Vydavatel
- SAGE Publications Ltd
- Rok vydání
- 1998
- Vazba
- měkká
- Počet stran
- 336
- ISBN10
- 0761958762
- ISBN13
- 9780761958765
- Série
- Štítky
- Marketing a PR, Výzkum
- Anotace
- <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