Description
Book SynopsisYou'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.
Trade Review"The book covers a lot of ground…all those who are interested in moving things on should have a look" (
Professional Marketing, Summer 2007)
Table of ContentsList of Figures vii
List of Tables ix
Contributors xi
Acknowledgements xv
Chapter 1 Introduction to Scenario Planning 1
Gill Ringland
Chapter 2 Securing Future Revenue 19
Laurie Young
Chapter 3 Marketing Strategy and Scenarios 45
Paul Fifield
Chapter 4 Scenario Planning and Innovation 61
Tim Westall
Chapter 5 Scenarios in Customer Management 83
Merlin Stone and Neil Woodcock
Chapter 6 Scenarios in Brand Valuation and Brand Portfolio Strategy 101
David Haigh
Chapter 7 Marketing Communication: Radical or Rational Change? 119
Don E. Schultz
Chapter 8 Scenarios for Fast-Moving Sectors 139
Andrew Curry, Lloyd Burdett and Crawford Hollingworth
Chapter 9 Conclusions 159
Appendix 1 Building Scenarios 161
Appendix 2 Marketing Tools and their Use with Scenarios 169
Appendix 3 A History of Scenarios 207
Index 217
