Using Multiple Scenarios for Strategic Environmental Assessment: Implications for Marketing Management
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
:MCB UP Ltd
Copyright © 1983, MCB UP Limited