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2 of 2 people found the following review helpful:
5.0 out of 5 stars
A book, one of very few, really about long-range strategy.,
By A Customer
This review is from: Marketing Strategy: The Challenge of the External Environment (Published in association with The Open University) (Paperback)
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.
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Marketing Strategy: The Challenge of the External Environment (Published in association with The Open University) by David Mercer (Paperback - June 18, 1998)
Used & New from: $5.74
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