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

By David S. Mercer

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

• Format: Paperback
• Language: English
• ISBN: 0761958762
• ISBN13: 9780761958765
• Release Date: June 1998
• Publisher: SAGE Publications Ltd
• Length: 336 Pages
• Weight: 1.80 lbs.
• Dimensions: 9.8" x 0.8" x 7.8"

Customer Reviews

A book, one of very few, really about long-range strategy.

The title of this book is misleading, it was to be called Long-Range Marketing. In fact it is about the increasingly popular subject of long-range planning and strategy - albeit that it comes at this from the marketing perspective. It's importance is that - for the first time - it describes ways of incorporating the longer-term into the planning of most companies; where previously it has been the province of the larger ones (such as Shell, who worked with the author). The new approaches can provide reasonable input in less than a day. In this way it very effectively addresses the problem of short-termism which bedevils so many organisations.