{"product_id":"scenarios-in-marketing-from-vision-to-decision-hardback-9780470032725","title":"Scenarios in Marketing; From Vision to Decision (Hardback) 9780470032725","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eScenarios in Marketing\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eFrom Vision to Decision\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eGill 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)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780470032725, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 22 September 2006\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e248 pages\u003cbr\u003e23 x 16.2 x 2 cm, 0.482 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cem\u003e\u003cfont size=\"3\"\u003e\"The book covers a lot of ground…all those who are interested in moving things on should have a look\" (\u003ci\u003eProfessional Marketing\u003c\/i\u003e, Summer 2007)\u003c\/font\u003e\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eYou'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.  \u003cp\u003eGill 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.\u003c\/p\u003e \u003cp\u003eThe 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.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eList of Figures vii\u003c\/p\u003e \u003cp\u003eList of Tables ix\u003c\/p\u003e \u003cp\u003eContributors xi\u003c\/p\u003e \u003cp\u003eAcknowledgements xv\u003c\/p\u003e \u003cp\u003eChapter 1 Introduction to Scenario Planning 1\u003cbr\u003e\u003ci\u003eGill Ringland\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 2 Securing Future Revenue 19\u003cbr\u003e\u003ci\u003eLaurie Young\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 3 Marketing Strategy and Scenarios 45\u003cbr\u003e\u003ci\u003ePaul Fifield\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 4 Scenario Planning and Innovation 61\u003cbr\u003e\u003ci\u003eTim Westall\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 5 Scenarios in Customer Management 83\u003cbr\u003e\u003ci\u003eMerlin Stone and Neil Woodcock\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 6 Scenarios in Brand Valuation and Brand Portfolio Strategy 101\u003cbr\u003e\u003ci\u003eDavid Haigh\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 7 Marketing Communication: Radical or Rational Change? 119\u003cbr\u003e\u003ci\u003eDon E. Schultz\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 8 Scenarios for Fast-Moving Sectors 139\u003cbr\u003e\u003ci\u003eAndrew Curry, Lloyd Burdett and Crawford Hollingworth\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 9 Conclusions 159\u003c\/p\u003e \u003cp\u003eAppendix 1 Building Scenarios 161\u003c\/p\u003e \u003cp\u003eAppendix 2 Marketing Tools and their Use with Scenarios 169\u003c\/p\u003e \u003cp\u003eAppendix 3 A History of Scenarios 207\u003c\/p\u003e \u003cp\u003eIndex 217\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52256520634648,"sku":"9780470032725","price":23.89,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780470032725.jpg?v=1781274827","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/scenarios-in-marketing-from-vision-to-decision-hardback-9780470032725","provider":"Freshly Printed Books","version":"1.0","type":"link"}