TY  - BOOK
AU  - Mercer,David
TI  - Marketing strategy: the challenge of the external environment 
SN  - 0761958754
AV  - HF5415 .M452 1998
PY  - 1998///
CY  - London, Thousand Oaks, Calif.
PB  - Sage in association with Open University Business School
KW  - Marketing
KW  - Business planning
N1  - 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
ER  -