Scenarios in marketing from vision to decision
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 br...
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| Weitere Verfasser: | , |
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| Format: | UnknownFormat |
| Sprache: | eng |
| Veröffentlicht: |
Chichester u.a.
Wiley
2006
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| Schlagworte: | |
| Online Zugang: | Cover Inhaltsverzeichnis Table of contents only Publisher description Contributor biographical information |
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| Zusammenfassung: | 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 |
|---|---|
| Beschreibung: | 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. - Formerly CIP |
| Beschreibung: | XV, 227 S. Ill., graph. Darst. |
| ISBN: | 0470032723 0-470-03272-3 9780470032725 978-0-470-03272-5 |