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Scenarios in marketing : bringing creativity and discipline into marketing

Author: Gill Ringland; Laurie Young
Publisher: Hoboken, NJ : Wiley, ©2006.
Edition/Format:   Print book : EnglishView all editions and formats
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You've chosen this book. Which probably means you're a marketer, you've heard of scenarios and you want to know what they can do for you. Can they help with everyday marketing issues like brands,  Read more...

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Gill Ringland; Laurie Young
ISBN: 9780470032725 0470032723
OCLC Number: 374334107
Description: xv, 227 pages : illustrations ; 24 cm
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.
Responsibility: edited by Gill Ringland and Laurie Young.
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"The book covers a lot of ground...all those who are interested in moving things on should have a look" (Professional Marketing, Summer 2007)

 
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