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Scenarios in marketing : from vision to decision / edited by Gill Ringland and Laurie Young. - Chichester, England ; Hoboken, NJ : Wiley, �2006. - 1 online resource (xv, 227 pages) : illustrations

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.

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.

ISBN: 9780470666265 0470666269 9780470058589 0470058587 1280838663 9781280838668 9786610838660 6610838666

Source: OverDrive, Inc. http://www.overdrive.com 9300321F-E640-4E5F-A04F-1C687CA2F62B OverDrive, Inc. http://www.overdrive.com

LCCN:

Nat. Bib. No.: GBA669985 bnb

Nat. Bib. Agency Control No.: Uk

Subjects--Topical Terms:
Marketing--Management.
Strategic planning.
Marketing--Gestion.
Planification strat�egique.
BUSINESS & ECONOMICS--Green Business.
Marketing--Management
Strategic planning

LC Class. No.: HF5415.13 / .S276 2006eb

Dewey Class. No.: 658.8/02