Scenarios in marketing : from vision to decision /
Contributor(s): Ringland, Gill
| Young, Laurie.
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 | Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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Standard Loan
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ATU Sligo Yeats Library Main Lending Collection | 658.802 RIN (Browse shelf(Opens below)) | 1 | Available | 0068183 |
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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.