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

Marketing Strategy provides a unique introduction to marketing strategy development. Adding future studies methodology to traditional methods of environmental analysis, it presents an effective marketing approach for dealing with the increasingly dynamic business environment. Environmental analysis is a key element of strategy development. However, methods of environmental analysis typically cover the short and medium term only. Paradoxically, the fast changing business environment of today requires a longer planning horizon. While covering more traditional methods of environmental analysis, e.g. scanning and market research, Marketing Strategy adds future studies methodology, and shows in an accessible and comprehensive way how it's powerful techniques and insights can be applied to marketing planning and strategy. The first part of the book explains the different techniques of environmental analysis and long-range forecasting, and introduces the relationship to marketing and strategy. The second half shows the 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 based on the leading work of The Open University Business School's Futures Observatory, which is jointly run with the Strategic Planning Society. It provides an accessible and unique coverage of marketing strategy development, and will be invaluable for advanced students, academics and professionals in marketing planning and strategy, strategic marketing, and corporate strategy. The Open University Business School is Europe's largest business school, and Marketing Strategy is the key course text used on its master level course B885, The Challenge of the External Environment. Read More