 Scenarios in Marketing: From Vision to Decision
ISBN: 978-0-470-03272-5
Hardcover
244 pages
November 2006
US $55.00
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List of Tables.
Contributors.
Acknowledgements.
Chapter 1: Introduction to Scenario Planning (Gill Ringland).
Chapter 2: Securing Future Revenue (Laurie Young).
Chapter 3: Marketing Strategy and Scenarios (Paul Fifield).
Chapter 4: Scenario Planning and Innovation (Tim Westall).
Chapter 5: Scenarios in Customer Management (Merlin Stone and Neil Woodcock).
Chapter 6: Scenarios in Brand Valuation and Brand Portfolio Strategy (David Haigh).
Chapter 7: Marketing Communication: Radical or Rational Change? (Don E. Schultz).
Chapter 8: Scenarios for Fast-Moving Sectors (Andrew Curry, Lloyd Burdett and Crawford Hollingworth).
Chapter 9: Conclusions.
Appendix 1: Building Scenarios.
Appendix 2: Marketing Tools and their Use with Scenarios.
Appendix 3: A History of Scenarios.
Index.
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