{"product_id":"scenarios-in-marketing-9780470032725","title":"Scenarios in Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eYou'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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\"The book covers a lot of ground…all those who are interested in moving things on should have a look\" (\u003ci\u003eProfessional Marketing\u003c\/i\u003e, Summer 2007)\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eList of Figures vii\u003c\/p\u003e \u003cp\u003eList of Tables ix\u003c\/p\u003e \u003cp\u003eContributors xi\u003c\/p\u003e \u003cp\u003eAcknowledgements xv\u003c\/p\u003e \u003cp\u003eChapter 1 Introduction to Scenario Planning 1\u003cbr\u003e\u003ci\u003eGill Ringland\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 2 Securing Future Revenue 19\u003cbr\u003e\u003ci\u003eLaurie Young\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 3 Marketing Strategy and Scenarios 45\u003cbr\u003e\u003ci\u003ePaul Fifield\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 4 Scenario Planning and Innovation 61\u003cbr\u003e\u003ci\u003eTim Westall\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 5 Scenarios in Customer Management 83\u003cbr\u003e\u003ci\u003eMerlin Stone and Neil Woodcock\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 6 Scenarios in Brand Valuation and Brand Portfolio Strategy 101\u003cbr\u003e\u003ci\u003eDavid Haigh\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 7 Marketing Communication: Radical or Rational Change? 119\u003cbr\u003e\u003ci\u003eDon E. Schultz\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 8 Scenarios for Fast-Moving Sectors 139\u003cbr\u003e\u003ci\u003eAndrew Curry, Lloyd Burdett and Crawford Hollingworth\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 9 Conclusions 159\u003c\/p\u003e \u003cp\u003eAppendix 1 Building Scenarios 161\u003c\/p\u003e \u003cp\u003eAppendix 2 Marketing Tools and their Use with Scenarios 169\u003c\/p\u003e \u003cp\u003eAppendix 3 A History of Scenarios 207\u003c\/p\u003e \u003cp\u003eIndex 217\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402267140439,"sku":"9780470032725","price":25.59,"currency_code":"GBP","in_stock":false}],"url":"https:\/\/bookcurl.com\/products\/scenarios-in-marketing-9780470032725","provider":"Book Curl","version":"1.0","type":"link"}