Pub. Date:
Taylor & Francis
Demand Driven Strategic Planning / Edition 1

Demand Driven Strategic Planning / Edition 1

by Marcos Fava Neves


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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.

Product Details

ISBN-13: 9780415626392
Publisher: Taylor & Francis
Publication date: 08/16/2012
Edition description: New Edition
Pages: 192
Product dimensions: 6.75(w) x 9.75(h) x 0.60(d)

About the Author

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.

Table of Contents

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

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