{"product_id":"scenarios-in-marketing-isbn-9780470032725","title":"Scenarios in Marketing","description":"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.  \u003cp\u003eGill 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.\u003c\/p\u003e \u003cp\u003eThe 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.\u003c\/p\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 \"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)  \u003cp\u003e\u003cb\u003eAbout the authors\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003cb\u003eGill Ringland\u003c\/b\u003e is an expert in scenario planning. After research at the University of California, Berkeley and as a Fellow at Somerville College, Oxford, Gill had a career in the IT industry. As Head of Strategy at ICL, she used scenarios to understand the complexities of the information and communications industry and map ICL's future. Since 2002, Gill has written and consulted widely as Fellow and Chief Executive of St. Andrews Management Institute (SAMI). She is the author of three previous books – \u003ci\u003eScenario Planning\u003c\/i\u003e (now in its Second Edition), \u003ci\u003eScenarios in Business and Scenarios in Public Policy\u003c\/i\u003e – all published by Wiley. \t \u003c\/p\u003e\u003cp\u003e\u003cb\u003eLaurie Young\u003c\/b\u003e is a specialist in the marketing of services and customer care. His career includes senior positions with PricewaterhouseCoopers, BT and Unisys. In the 1990s he founded, built and sold his professional services company specialising in services marketing. Over the years he has advised a number of major international blue-chip organisations on the contribution of services marketing programmes to shareholder value. He is the author of \u003ci\u003eMarketing the Professional Services Firm\u003c\/i\u003e, also published by Wiley.   \u003c\/p\u003e\u003cp\u003eTo create \u003ci\u003eScenarios in Marketing\u003c\/i\u003e, Gill Ringland and Laurie Young have called on the expertise of highly-respected contributors, and the lessons of leading-edge case studies:  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eThe contributors\u003c\/b\u003e \u003c\/p\u003e\u003cul\u003e \u003cli\u003eLloyd Burdett, Associate Director, The Henley Centre Ltd.\u003c\/li\u003e \u003cli\u003eAndrew Curry, Director, The Henley Centre Ltd.\u003c\/li\u003e \u003cli\u003ePaul Fifield, Director, The Paul Fifield Organisation Ltd.\u003c\/li\u003e \u003cli\u003eDavid Haigh, Chief Executive, Brand Finance Plc.\u003c\/li\u003e \u003cli\u003eCrawford Hollingworth, Founder and CEO, HeadlightVision Ltd.\u003c\/li\u003e \u003cli\u003eDon E. Schultz, President, Agora Inc.\u003c\/li\u003e \u003cli\u003eMerlin Stone, Director, WCL\u003c\/li\u003e \u003cli\u003eTim Westall, Founding Partner, April Strategy Ltd.\u003c\/li\u003e \u003cli\u003eNeil Woodcock, Director, WCL\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003cb\u003eThe case studies\u003c\/b\u003e \u003c\/p\u003e\u003cul\u003e \u003cli\u003eExploring assumptions at D2D\u003c\/li\u003e \u003cli\u003eDeveloping new business streams at Electrolux\u003c\/li\u003e \u003cli\u003eScenarios in arts marketing\u003c\/li\u003e \u003cli\u003eMarketing strategy at Pfizer\u003c\/li\u003e \u003cli\u003eUsing real environments to model the future\u003c\/li\u003e \u003cli\u003eHathaway shirts\u003c\/li\u003e \u003cli\u003eStrategies for mobile commerce\u003c\/li\u003e \u003cli\u003eTelephone directories\u003c\/li\u003e \u003cli\u003eIT 'Hardware'\u003c\/li\u003e \u003cli\u003eGlobal personal product range extension\u003c\/li\u003e \u003cli\u003eEuropean frozen food innovation\u003c\/li\u003e \u003cli\u003eTesco\u003c\/li\u003e \u003cli\u003eNestlé Rowntree\u003c\/li\u003e \u003cli\u003eCourvoisier\u003c\/li\u003e \u003c\/ul\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989990752485,"sku":"NP9780470032725","price":60.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470032725.jpg?v=1761786130","url":"https:\/\/k12savings.com\/products\/scenarios-in-marketing-isbn-9780470032725","provider":"K12savings","version":"1.0","type":"link"}