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010   $a9786610838660
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035   $a(OCoLC)124511759
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100   $a20060619d2006      uy         0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 00$aScenarios in marketing $efrom vision to decision /$fedited by Gill Ringland and Laurie Young
210   $aChichester, England ;$aHoboken, NJ $cWiley$dc2006
215   $a1 online resource (245 p.)
300   $aDescription based upon print version of record.
311 08$a9780470032725 
311 08$a0470032723 
320   $aIncludes bibliographical references and index.
327   $aIntroduction 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.
330   $aYou'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 
606   $aMarketing$xManagement
606   $aStrategic planning
615  0$aMarketing$xManagement.
615  0$aStrategic planning.
676   $a658.8/02
701   $aRingland$b Gill$01667876
701   $aYoung$b Laurie$f1955-$01615770
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9911020189703321
996   $aScenarios in marketing$94420815
997   $aUNINA