UID:
almafu_9959327279402883
Format:
1 online resource (xv, 227 pages) :
,
illustrations
ISBN:
9780470666265
,
0470666269
,
9780470058589
,
0470058587
,
1280838663
,
9781280838668
,
9786610838660
,
6610838666
Content:
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.
Note:
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.
Additional Edition:
Print version: Scenarios in marketing. Chichester, England ; Hoboken, NJ : Wiley, ©2006 ISBN 0470032723
Additional Edition:
ISBN 9780470032725
Language:
English
Keywords:
Electronic books.
;
Electronic books.
;
Electronic books.
URL:
https://onlinelibrary.wiley.com/doi/book/10.1002/9780470666265
URL:
https://onlinelibrary.wiley.com/doi/book/10.1002/9780470666265
URL:
https://onlinelibrary.wiley.com/doi/book/10.1002/9780470666265
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