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Scenarios in Marketing
From Vision to Decision
Gill Ringland (Author), Laurie Young (Author), Andrew Curry (Contributions by), David Young (Contributions by), Tim Westall (Contributions by), Merlin Stone (Contributions by), David Haigh (Contributions by), Graham Clark (Contributions by), Don Scultz (Contributions by), Crawford Hollingworth (Contributions by), Lloyd Burnett (Contributions by)
9780470032725, Wiley
Hardback, published 22 September 2006
248 pages
23 x 16.2 x 2 cm, 0.482 kg
"The book covers a lot of ground…all those who are interested in moving things on should have a look" (Professional Marketing, Summer 2007)
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. They are a weapon for perceiving the unseen and a framework for thinking the unthinkable. This book's wealth of case studies will show you how they've helped top companies like Pfizer, Nestle and Courvoisier to do just that, and its practical lessons will show how they can do exactly the same for you. Gill Ringland and Laurie Young have gathered top-flight contributors to offer the first straightforward account of scenario planning for marketers. In readable chapters they show how, by integrating scenarios into the wider marketing toolkit, you can make your organization more customer-driven and consider a wider range of possibilities than your competitors. They explore how scenarios have driven creativity in a range of consumer marketing applications - even in FMCG sectors - and define their role in distribution, channel management, brand management and customer management strategy. Finally, they show how marketing scenarios can help to promote wider corporate innovation. The rich pictures painted by scenarios have made business strategy more visionary and creative, and they're set to do the same with marketing strategy. Read this book, and make sure it's your organization holding the brush.
List of Figures vii List of Tables ix Contributors xi Acknowledgements xv Chapter 1 Introduction to Scenario Planning 1 Chapter 2 Securing Future Revenue 19 Chapter 3 Marketing Strategy and Scenarios 45 Chapter 4 Scenario Planning and Innovation 61 Chapter 5 Scenarios in Customer Management 83 Chapter 6 Scenarios in Brand Valuation and Brand Portfolio Strategy 101 Chapter 7 Marketing Communication: Radical or Rational Change? 119 Chapter 8 Scenarios for Fast-Moving Sectors 139 Chapter 9 Conclusions 159 Appendix 1 Building Scenarios 161 Appendix 2 Marketing Tools and their Use with Scenarios 169 Appendix 3 A History of Scenarios 207 Index 217
Gill Ringland
Laurie Young
Paul Fifield
Tim Westall
Merlin Stone and Neil Woodcock
David Haigh
Don E. Schultz
Andrew Curry, Lloyd Burdett and Crawford Hollingworth
Subject Areas: Business & management [KJ]
