营销与方案计划：营销创新与规程结合/SCENARIOS IN MARKETING - FROM VISION TO DECISION
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作者： Gill Ringland 著
出 版 社： John Wiley & Sons
出版时间： 2006-12-1字数：版次： 1页数： 227印刷时间： 2006/12/01开本：印次：纸张： 胶版纸I S B N ： 9780470032725包装： 精装内容简介
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.
作者简介
Lloyd Burdett joined Henley Centre Headlight Vision in 2003 having previously held a number of long-term strategy and delivery roles in the public sector. His work at HCHLV has focused on a wide range of futures, scenario planning and long-term strategy projects with clients in both the private and public sectors. Along with Andrew Curry, Lloyd now leads HCHLV’s futures work, focusing particularly on the development of new approaches to action-oriented futures work, including scenario planning, and adapting them for use in fastmoving sectors. He is also currently responsible for HCHLV’s scenarios work in international markets, particularly the USA, and is due to move to HCHLV’s New York office late in 2006.
His e-mail address is Lloyd.Burdett@hchlv.com.
目录
List of Figures
List of Tables
Contributors
Acknowledgements
Chapter 1 Introduction to Scenario Planning (Gill Ringland)
Chapter 2 Securing Future Revenue (Laurie Young)
Chapter 3 Marketing Strategy and Scenarios (Paul Fifield)
Chapter 4 Scenario Planning and Innovation (Tim Westall)
Chapter 5 Scenarios in Customer Management (Merlin Stone and Neil Woodcock)
Chapter 6 Scenarios in Brand Valuation and Brand Portfolio Strategy (David Haigh)
Chapter 7 Marketing Communication Radical or Rational Change? (Don ESchultz)
Chapter 8 Scenarios for Fast-Moving Sectors (Andrew Curry, Lloyd Burdett and Crawford Hollingworth)
Chapter 9 Conclusions
Appendix 1 Building Scenarios
Appendix 2 Marketing Tools and their Use with Scenarios
Appendix 3 A History of Scenarios
Index
