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Title Scenarios in Marketing
From Vision to Decision
Author(s)
Local Call Num. 3863
ISBN 0470032723 (hbk.)
9780470032725 (hbk.)
Status This item is currently IN the library.
Editor/Illustr. Ringland, Gill
Level Universitar
Pages xv, 227 p.
Publishing Info Hoboken, NJ : John Wiley & Sons c2006
Loan Type/Days REG-Regular / This item may circulate for 4 Days
Department S-Student
Media PBK-Paperback
Subjects Marketing--Management.
Strategic planning.
marketing
managementul marketingului
planificare strategica
scenarii (marketing)
 
Description edited by Gill Ringland and Laurie Young.
ill. ;
24 cm.
Young, Laurie (coeditor)
tab.
24 cm
Bibliografie
Index
Cuprinde:
Introduction 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.

Includes bibliographical references and index.
Introduction 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.
Resources


Library of Congress