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Status:
Available5.0
18 reviews
ISBN 10: 0470032723
ISBN 13: 9780470032725
Author: Gill Ringland, Laurie Young
To create "Scenarios in Marketing," Gill Ringland and Laurie Young have called on the expertise of highly-respected contributors, and the lessons of leading-edge case studies:
THE CONTRIBUTORS
Lloyd Burdett, Associate Director, The Henley Centre Ltd. Andrew Curry, Director, The Henley Centre Ltd. Paul Fifield, The Paul Fifield Organisation Ltd. David Haigh, Chief Executive, Brand Finance Plc. Crawford Hollingworth, Founder and CEO, HeadlightVision Ltd. Don E. Schultz, President, Agora Inc. Merlin Stone, Director, WCL Tim Westall, Founding Partner, April Strategy Ltd. Neil Woodcock, Director, WCL
THE CASE STUDIES
Exploring assumptions at D2D Developing new business streams at Electrolux Scenarios in arts marketing Marketing strategy at Pfizer Using real environments to model the future Hathaway shirts Strategies for mobile commerce Telephone directories IT 'Hardware' Global personal product range extension European frozen food innovation Tesco Nestle Rowntree Courvoisier
Chapter 1 Introduction to Scenario Planning 1
Gill Ringland
Chapter 2 Securing Future Revenue 19
Laurie Young
Chapter 3 Marketing Strategy and Scenarios 45
Paul Fifield
Chapter 4 Scenario Planning and Innovation 61
Tim Westall
Chapter 5 Scenarios in Customer Management 83
Merlin Stone and Neil Woodcock
Chapter 6 Scenarios in Brand Valuation and Brand Portfolio Strategy 101
David Haigh
Chapter 7 Marketing Communication: Radical or Rational Change? 119
Don E. Schultz
Chapter 8 Scenarios for Fast-Moving Sectors 139
Andrew Curry, Lloyd Burdett and Crawford Hollingworth
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
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Tags: Gill Ringland, Laurie Young, Scenarios, marketing
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