Scenarios in marketing : from vision to decision
ed. by Gill Ringland and Laurie Young
| Year of publication: |
2006
|
|---|---|
| Other Persons: | Ringland, Gill (contributor) ; Young, Laurie (contributor) |
| Publisher: |
Chichester [u.a.] : Wiley |
| Subject: | Marketing | Szenariotechnik | Scenario analysis | Strategisches Management | Strategic management |
| Description of contents: | Table of Contents [gbv.de] ; Table of Contents [loc.gov] ; Description [swbplus.bsz-bw.de] ; Description [loc.gov] ; Description [loc.gov] |
| Published items: |
8 hits in ECONIS - Online Catalogue of the ZBW
|
| Extent: | XV, 227 S. Ill., graph. Darst. |
|---|---|
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Sammelwerk ; Collection of articles of several authors |
| Language: | English |
| Notes: | 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. - Includes bibliographical references and index. - Formerly CIP 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 |
| ISBN: | 0-470-03272-3 ; 978-0-470-03272-5 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013490339