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Scenarios in Marketing: From Vision to Decision

Scenarios in Marketing: From Vision to Decision

Gill Ringland, Laurie Young, 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)

ISBN: 978-0-470-05858-9

Feb 2007

244 pages



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.

List of Tables.



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.


""The book covers a lot of ground…all those who are interested in moving things on should have a look"" (Professional Marketing, Summer 2007)