Demand Driven Strategic Planning

ISBN-13: 9781138144040 / Angielski / Twarda / 2016 / 180 str.

Marcos Fava Neves

Opis

This book offers students and practitioners alike an integrated approach to strategic planning for companies. Marcos Fava Neves presents a new and unique perspective on this critical topic based on three main points: strongly demand-driven decisions that bridge the gap between long- and short-term strategy; a vision of a company as an integrated network, full of relationships that deserve consideration during the planning process; and the introduction of ‘collective-action’ thinking, which raises the prospect for cooperation between competitors. With this clear, comprehensive framework for strategic planning, companies can be sure to navigate today’s complex environment and enhance their prospects of success.

Spis treści

1. The Company as a Network  2. Analysis of the Company Environment and Market (External Analysis)  3. Analyzing the Company and Competitors (Internal Analysis)  4. Establishing the Objectives  5. Strategies to Reach Objectives  6. Products, Services, Brands and Packaging Decisions  7. Communication Decisions  8. Marketing Channels Decisions  9. Sales Force Decisions  10. Pricing Decions  11. Budgeting  12. Strategic Plan and Projects Management

O autorze

Marcos Fava Neves is Professor of the School of Business of the University of São Paulo. He gained his PhD in 1999 at the University of São Paulo after completing a master’s degree, and undertaking postgraduate study in both European agribusiness and marketing in France, and in marketing channels and networks in the Netherlands. He has also specialized in strategic planning processes for companies and food production chains.