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Scenarios in marketing : from vision to decision

Author: Gill Ringland; Laurie Young
Publisher: Chichester, England ; Hoboken, NJ : Wiley, ©2006.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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, channels and relationships? The answer is yes. Rooted in customer needs, scenarios bridge the gap between corporate strategy and marketing tactics.
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Scenarios in marketing.
Chichester, England ; Hoboken, NJ : Wiley, ©2006
(DLC) 2006020354
(OCoLC)70258799
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Gill Ringland; Laurie Young
ISBN: 9780470666265 0470666269 9780470058589 0470058587 1280838663 9781280838668
OCLC Number: 124511759
Description: 1 online resource (xv, 227 pages) : illustrations
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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Abstract:

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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"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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