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Marketing Strategy: The Challenge of the External Environment (Published in association with The Open University) - Hardcover
Synopsis
Marketing Strategy 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. Marketing Strategy 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
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About the Author
David Mercer is Senior-Lecturer in Marketing at the Open University Business School, and chaired the OUBS course team which developed the course The Challenge of the External Environment (B885).
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