Ringland / Young / Curry Scenarios in Marketing

From Vision to Decision
1. Auflage 2007
ISBN: 978-0-470-05858-9
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 244 Seiten, E-Book

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 foryou. Can they help with everyday marketing issues like brands,channels and relationships? The answer is yes. Rooted in customerneeds, scenarios bridge the gap between corporate strategy andmarketing tactics. They are a weapon for perceiving the unseen anda framework for thinking the unthinkable. This book's wealth ofcase studies will show you how they've helped top companies likePfizer, Nestle and Courvoisier to do just that, and its practicallessons will show how they can do exactly the same for you.
Gill Ringland and Laurie Young have gathered top-flightcontributors to offer the first straightforward account of scenarioplanning for marketers. In readable chapters they show how, byintegrating scenarios into the wider marketing toolkit, you canmake your organization more customer-driven and consider a widerrange of possibilities than your competitors. They explore howscenarios have driven creativity in a range of consumer marketingapplications - even in FMCG sectors - and define their role indistribution, channel management, brand management and customermanagement strategy. Finally, they show how marketing scenarios canhelp to promote wider corporate innovation.
The rich pictures painted by scenarios have made businessstrategy more visionary and creative, and they're set to do thesame with marketing strategy. Read this book, and make sure it'syour organization holding the brush.

Autoren/Hrsg.

Ringland, Gill

Young, Laurie

Curry, Andrew

Young, David

Westall, Tim

Stone, Merlin

Haigh, David

Clark, Graham

Scultz, Don

Hollingworth, Crawford

Burnett, Lloyd

Inhaltsverzeichnis

List of Figures.
List of Tables.
Contributors.
Acknowledgements.
Chapter 1: Introduction to Scenario Planning (GillRingland).
Chapter 2: Securing Future Revenue (Laurie Young).
Chapter 3: Marketing Strategy and Scenarios (PaulFifield).
Chapter 4: Scenario Planning and Innovation (TimWestall).
Chapter 5: Scenarios in Customer Management (Merlin Stone andNeil Woodcock).
Chapter 6: Scenarios in Brand Valuation and Brand PortfolioStrategy (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.