Details

Scenarios in Marketing

From Vision to Decision
1. Aufl.

von: Gill Ringland, Laurie Young, Andrew Curry, David Young, Tim Westall, Merlin Stone, David Haigh, Graham Clark, Don Scultz, Crawford Hollingworth, Lloyd Burnett
27,99 €
Verlag:	Wiley
Format:	PDF
Veröffentl.:	06.02.2007
ISBN/EAN:	9780470058589
Sprache:	englisch
Anzahl Seiten:	248

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Beschreibungen

Titelbeschreibung

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.

Inhaltsverzeichnis

List of Figures vii List of Tables ix Contributors xi Acknowledgements xv Chapter 1 Introduction to Scenario Planning 1 Gill Ringland Chapter 2 Securing Future Revenue 19 Laurie Young Chapter 3 Marketing Strategy and Scenarios 45 Paul Fifield Chapter 4 Scenario Planning and Innovation 61 Tim Westall Chapter 5 Scenarios in Customer Management 83 Merlin Stone and Neil Woodcock Chapter 6 Scenarios in Brand Valuation and Brand Portfolio Strategy 101 David Haigh Chapter 7 Marketing Communication: Radical or Rational Change? 119 Don E. Schultz Chapter 8 Scenarios for Fast-Moving Sectors 139 Andrew Curry, Lloyd Burdett and Crawford Hollingworth Chapter 9 Conclusions 159 Appendix 1 Building Scenarios 161 Appendix 2 Marketing Tools and their Use with Scenarios 169 Appendix 3 A History of Scenarios 207 Index 217

Rezension

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

Autorenportrait

About the authors Gill Ringland 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 – Scenario Planning (now in its Second Edition), Scenarios in Business and Scenarios in Public Policy – all published by Wiley. Laurie Young 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 Marketing the Professional Services Firm, also published by Wiley.

Back cover copy

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