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. They are a weapon for perceiving the unseen and a framework for thinking the unthinkable. This book's wealth of case studies will show you how they've helped top companies like Pfizer, ...
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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. They are a weapon for perceiving the unseen and a framework for thinking the unthinkable. This book's wealth of case studies will show you how they've helped top companies like Pfizer, Nestle and Courvoisier to do just that, and its practical lessons will show how they can do exactly the same for you. Gill Ringland and Laurie Young have gathered top-flight contributors to offer the first straightforward account of scenario planning for marketers. In readable chapters they show how, by integrating scenarios into the wider marketing toolkit, you can make your organization more customer-driven and consider a wider range of possibilities than your competitors. They explore how scenarios have driven creativity in a range of consumer marketing applications - even in FMCG sectors - and define their role in distribution, channel management, brand management and customer management strategy. Finally, they show how marketing scenarios can help to promote wider corporate innovation. The rich pictures painted by scenarios have made business strategy more visionary and creative, and they're set to do the same with marketing strategy. Read this book, and make sure it's your organization holding the brush.
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Add this copy of Scenarios in Marketing: From Vision to Decision to cart. $19.90, like new condition, Sold by Marlowes Books rated 1.0 out of 5 stars, ships from Ferny Hills, Brisbane, QLD, AUSTRALIA, published 2006 by John Wiley And Sons Ltd.
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Seller's Description:
As New in As New jacket. 227 pages. Book and Jacket are both In As New condition throughout. In Readable Chapters They (the Authors)show How By Integrating Scenarios Into The Wider Marketing Toolkit You Can Make Your Organization More Customer Driven And Consider A Wider Range Of Possibilities Than Your Competitors.
Add this copy of Scenarios in Marketing: From Vision to Decision to cart. $23.29, like new condition, Sold by GreatBookPrices rated 4.0 out of 5 stars, ships from Columbia, MD, UNITED STATES, published 2006 by Wiley.
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Fine. Glued binding. Paper over boards. With dust jacket. 248 p. Contains: Unspecified. In Stock. 100% Money Back Guarantee. Brand New, Perfect Condition, allow 4-14 business days for standard shipping. To Alaska, Hawaii, U.S. protectorate, P.O. box, and APO/FPO addresses allow 4-28 business days for Standard shipping. No expedited shipping. All orders placed with expedited shipping will be cancelled. Over 3, 000, 000 happy customers.
Add this copy of Scenarios in Marketing: From Vision to Decision to cart. $42.46, new condition, Sold by Ingram Customer Returns Center rated 5.0 out of 5 stars, ships from NV, USA, published 2006 by John Wiley & Sons.
Add this copy of Scenarios in Marketing: From Vision to Decision to cart. $43.32, new condition, Sold by Ria Christie Books rated 5.0 out of 5 stars, ships from Uxbridge, MIDDLESEX, UNITED KINGDOM, published 2006 by Wiley.
