"What distinguishes this excellent and highly readable book from many other treatments of marketing strategy is the perspective that markets are networks that connect firm, customers, resellers, competitors, employees, and regulators. Since markets now act and react at "inteet speed," sophisticated managers need to recognize these interconnections and plan for joint and nearly simultaneous actions-reactions by other market participants. Marketers and general managers who are prepared to do the hard and serious work of thinking about marketing strategy and tactics will find that DEMAND DRIVEN STRATEGIC PLANNING is a wonderfully comprehensive survey of current thinking as integrated into important classic concepts. There is zero "fluff" and the books is packed with questions that fully developed market-driven strategic plans should address and answer."– Paul Farris, Landmark Communications Professor, Darden School of Business, University of Virginia; Author of Marketing Metrics
"Professor Marcos Fava Neves latest contribution to the field of strategy:" Demand Driven Strategic Planning" is a refreshing and invaluable text book for academic and handbook for the practitioner. The book's holistic heuristic approach to the role of all stakeholders in the process of strategy offers a critical key to understanding, development and execution."– Frederick C. Dubee, Shanghai University School of Management, MBA Center
About the Author
Marcos Fava Nevesis 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.
