|
" Scenarios in marketing : "
edited by Gill Ringland and Laurie Young
| Document Type
|
:
|
BL
|
| Record Number
|
:
|
656782
|
| Doc. No
|
:
|
dltt
|
| Title & Author
|
:
|
Scenarios in marketing : : from vision to decision /\ edited by Gill Ringland and Laurie Young
|
| Publication Statement
|
:
|
Chichester, England ;Hoboken, NJ :: Wiley,, c2006
|
| Page. NO
|
:
|
xv, 227 p. :: ill. ;; 24 cm
|
| ISBN
|
:
|
0470032723 (hbk.)
|
|
|
:
|
: 9780470032725 (hbk.)
|
| Bibliographies/Indexes
|
:
|
Includes bibliographical references and index
|
| 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
|
| Subject
|
:
|
Marketing-- Management
|
| Subject
|
:
|
Strategic planning
|
| Dewey Classification
|
:
|
658.8/02
|
| LC Classification
|
:
|
HF5415.13.S276 2006
|
| Added Entry
|
:
|
Ringland, Gill
|
|
|
:
|
Young, Laurie,1955-
|
| |