Scenarios in marketing : from vision to decision /
Scenarios in marketing : from vision to decision /
- Chichester, England ; Hoboken, NJ : Wiley, c2006.
- xv, 227 p. : ill. ; 24 cm.
Includes bibliographical references and index.
Introduction to scenario planning / Gill Ringland -- Securing future revenue / Laurie Young -- Marketing strategy and scenarios / Paul Fifield -- Scenario planning and innovation / Tim Westall -- Scenarios in customer management / Merlin Stone and Neil Woodcock -- Scenarios in brand valuation and brand portfolio strategy / David Haigh -- Marketing communication : radical or rational change? / Don E. Schultz -- Scenarios for fast moving sectors / Andrew Curry, Lloyd Burdett, and Crawford Hollingworth -- Conclusions.
Scenario planning has become arguably the best method for understanding the future business environment. As marketing assumes a central role in organizations, this text makes scenario techniques available as a marketing tool.
0470032723 (hbk.) 9780470032725: £24.99 9780470032725 (hbk.)
Marketing--Management.
Strategic planning.
658.802 / RIN
Includes bibliographical references and index.
Introduction to scenario planning / Gill Ringland -- Securing future revenue / Laurie Young -- Marketing strategy and scenarios / Paul Fifield -- Scenario planning and innovation / Tim Westall -- Scenarios in customer management / Merlin Stone and Neil Woodcock -- Scenarios in brand valuation and brand portfolio strategy / David Haigh -- Marketing communication : radical or rational change? / Don E. Schultz -- Scenarios for fast moving sectors / Andrew Curry, Lloyd Burdett, and Crawford Hollingworth -- Conclusions.
Scenario planning has become arguably the best method for understanding the future business environment. As marketing assumes a central role in organizations, this text makes scenario techniques available as a marketing tool.
0470032723 (hbk.) 9780470032725: £24.99 9780470032725 (hbk.)
Marketing--Management.
Strategic planning.
658.802 / RIN