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Scenarios in marketing : from vision to decision /

Contributor(s): Ringland, Gill | Young, Laurie, 1955-.
Publisher: Chichester, England ; Hoboken, NJ : Wiley, c2006Description: xv, 227 p. : ill. ; 24 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 0470032723 (hbk.); 9780470032725:; 9780470032725 (hbk.).Subject(s): Marketing -- Management | Strategic planningDDC classification: 658.802
Contents:
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.
Summary: 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.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.802 RIN (Browse shelf(Opens below)) 1 Available 0068183
Total holds: 0

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.

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