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Scenarios in marketing : from vision to decision / edited by Gill Ringland and Laurie Young.

Contributor(s): Ringland, Gill | Young, Laurie, 1955-.
Publisher: Chichester, England ; Hoboken, NJ : Wiley, c2006Description: xv, 227 p. : ill. ; 24 cm.ISBN: 0470032723 (hbk.); 9780470032725 (hbk.).Subject(s): Marketing -- Management | Strategic planningDDC classification: 658.802
Contents:
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.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 1, TierNo 3, BayNo 2

 658.802 SCE (Browse shelf) 1 Available SOMAC,37003,03,CL 5000034372

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.