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Scenarios in Marketing: From Vision to Decision Hardcover – 18 Oct 2006

4.0 out of 5 stars 1 customer review

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Product details

  • Hardcover: 244 pages
  • Publisher: John Wiley & Sons; 1 edition (18 Oct. 2006)
  • Language: English
  • ISBN-10: 0470032723
  • ISBN-13: 978-0470032725
  • Product Dimensions: 16.2 x 2 x 23 cm
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 1,650,998 in Books (See Top 100 in Books)
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Product Description

Review

"The book covers a lot of ground all those who are interested in moving things on should have a look" ( Professional Marketing, Summer 2007)

From the Inside Flap

To create Scenarios in Marketing , Gill Ringland and LaurieYoung have called on the expertise of highly–respectedcontributors, and the lessons of leading–edge case studies: THE CONTRIBUTORS Lloyd Burdett, Associate Director, The Henley Centre Ltd. Andrew Curry, Director, The Henley Centre Ltd. Paul Fifield, The Paul Fifield Organisation Ltd. David Haigh, Chief Executive, Brand Finance Plc. Crawford Hollingworth, Founder and CEO, HeadlightVisionLtd. Don E. Schultz, President, Agora Inc. Merlin Stone, Director, WCL Tim Westall, Founding Partner, April Strategy Ltd. Neil Woodcock, Director, WCL THE CASE STUDIES Exploring assumptions at D2D Developing new business streams at Electrolux Scenarios in arts marketing Marketing strategy at Pfizer Using real environments to model the future Hathaway shirts Strategies for mobile commerce Telephone directories IT Hardware Global personal product range extension European frozen food innovation Tesco Nestlé Rowntree Courvoisier

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Great insights on marketing, good examples on planning a scenario.
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