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Mercer, David

Marketing strategy : the challenge of the external environment / David Mercer. - viii, 325 pages : illustrations ; 25 cm.

Includes bibliographical references and index.

PART ONE: LONG-RANGE MARKETING, ANALYSIS AND FORECASTING Introductory Overview Forecasting Market Research Short- and Medium-Term Forecasting Long-Range Forecasting Scenarios Constructing Scenarios Using Scenarios PART TWO: LONG-RANGE MARKETING: ROBUST STRATEGIES Purpose of Robust Strategies Corporate Planning Revisited The Long-Range Marketing Plan Devising Long-Range Strategies `Generic' Robust Strategies Short-Term Actions on Long-Term Issues

ISBN: 0761958754 0761958762

LCCN: 97062267

Subjects--Topical Terms:
Marketing.
Business planning.

LC Class. No.: HF5415 / .M452 1998

Dewey Class. No.: