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.
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Scenarios in marketing : from vision to decision. ISBN 9780470032725. Published by Wiley in 2006. Publication and catalogue information, links to buy online and reader comments.
