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Using Multiple Scenarios for Strategic Environmental Assessment: Implications for Marketing Management

Robert E. Linneman (Robert Linneman is Professor of Marketing)
Harold E. Klein (Harold Klein is Professor of Management, at Temple University, Philadelphia)
John L. Stanton Jr. (John Stanton is Professor of Marketing)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 January 1983

216

Abstract

In this article, we present empirical results that document the critical changes in planning attitudes and practices and their implications on strategic market planning. The particular focus of this article is to illustrate the growing use of multiple scenarios as an approach to strategic environmental assessment, and to present key factors that marketing management must consider when adopting the multiple scenario approach.

Keywords

Citation

Linneman, R.E., Klein, H.E. and Stanton, J.L. (1983), "Using Multiple Scenarios for Strategic Environmental Assessment: Implications for Marketing Management", Marketing Intelligence & Planning, Vol. 1 No. 1, pp. 67-76. https://doi.org/10.1108/eb045683

Publisher

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MCB UP Ltd

Copyright © 1983, MCB UP Limited

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