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Marketing Strategy: The Challenge of the External Environment - Mercer, David
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Mercer, David:
Marketing Strategy: The Challenge of the External Environment - edition reliée, livre de poche

1998, ISBN: 0761958754, Lieferbar binnen 4-6 Wochen Frais d'envoiVersandkostenfrei innerhalb der BRD

ID: 9780761958758

Internationaler Buchtitel. In englischer Sprache. Verlag: SAGE PUBN INC, 336 Seiten, L=254mm, B=196mm, H=23mm, Gew.=939gr, [GR: 17860 - HC/Wirtschaft/Werbung, Marketing], [SW: - Business / Economics / Finance], Gebunden, Klappentext: 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 be applied to marketing planning and strategy. The first part of the book covers the different techniques of environmental analysis and long-range forecasting, and examines their relationship with marketing and strategy. The second part 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. 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 be applied to marketing planning and strategy. The first part of the book covers the different techniques of environmental analysis and long-range forecasting, and examines their relationship with marketing and strategy. The second part 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.

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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 be applied to marketing planning and strategy. The first part of the book covers the different techniques of environmental analysis and long-range forecasting, and examines their relationship with marketing and strategy. The second part 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.

Informations détaillées sur le livre - Marketing Strategy: The Challenge of the External Environment


EAN (ISBN-13): 9780761958758
ISBN (ISBN-10): 0761958754
Version reliée
Date de parution: 1998
Editeur: SAGE PUBN INC
336 Pages
Poids: 0,939 kg
Langue: eng/Englisch

Livre dans la base de données depuis 25.01.2008 13:20:51
Livre trouvé récemment le 04.06.2009 00:30:56
ISBN/EAN: 9780761958758

ISBN - Autres types d'écriture:
0-7619-5875-4, 978-0-7619-5875-8


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