Marketing Strategy: The Challenge of the External Environment (Published in association with The Open University)

David S Mercer

ISBN 10: 0761958762 / ISBN 13: 9780761958765

Published by SAGE Publications Ltd, 1998

About this Item

Marketing Strategy: The Challenge of the External Environment (Published in association with The Open University) This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. .

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Bibliographic Details

• Title: Marketing Strategy: The Challenge of the External Environment (Published in association with The Open University)
• Publisher: SAGE Publications Ltd
• Publication Date: 1998
• Language: English
• ISBN 10: 0761958762
• ISBN 13: 9780761958765
• Binding: Paperback
• Condition: Very Good

About this title

Synopsis

Marketing Strategy provides a unique introduction to marketing strategy development. Adding future studies methodology to traditional methods of environmental analysis, this book presents an effective marketing approach for dealing with the increasingly dynamic business environment. Environmental analysis is a key element of strategy development. However, methods of environmental analysis typically cover the short and medium term only. Paradoxically, the fast-changing business environment of today requires a longer planning horizon. While covering more traditional methods of environmental analysis, for example, scanning and market research, Marketing Strategy introduces future studies methodology and shows how its powerful techniques and insights can be applied to marketing planning and strategy. The first part of the book explains the different techniques of environmental analysis and long-range forecasting, and examines their relationship to marketing and strategy. The second half demonstrates their application to the marketing planning process, leading to the development of so-called robust strategies. A range of "generic" robust strategies, i.e. key marketing strategies for long-term business survival and success, such as branding and relationship management, conclude the book. As an accessible and comprehensive coverage of marketing strategy development, Marketing Strategy will be invaluable for advanced students, academics, and professionals in marketing planning and strategy, strategic marketing, and corporate strategy.

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).