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Scenarios in Marketing: From Vision to Decision
John Wiley and Sons Ltd, Sep 2006, Pages: 248
The purpose of the book is to contribute to the re-think of marketing as a sales expense to marketing as investment with the expectation of a return. The issue of marketing then becomes inextricably linked with the overall strategy of an organization, and a more thoughtful, long-range view of the environment is required. Written by a stellar cast of contributors, it combines a review of each aspect of marketing with methods for improving the resilience of marketing decisions through using scenarios to expand the creativity and enhance the discipline of thinking. The contributors are: Paul Fifield runs his own consultancy in the UK, working with clients in a wide range of industries. He also teaches widely, specializing in marketing strategy. Andrew Curry combines expertise in scenarios and media, and leads Henley Management Colleges public sector team. Crawford Hollingworth was VP of Strategic Planning at Chiat Day and Executive Plannning Director of Bates Dorland before starting Headlight Vision in 1995. Lloyd Burdett is part of the Policy and Corporate Strategy Unit at the UKs Department for Environment, Food and Rural Affairs. David Youngs marketing career included the launchof Silk Cut cigarettes and the introduction of Oil of Olay into the US. Tim Westall is a director of April Strategy, a consultancy founded in 2004 and working with leading brands including Gillette, Deloitte, Adidas, P&G, and Wrigley. Merlin Stone is a IBM Professor of Relationship Management at Bristol Business School, UK, Business Research Leader with IBM Business Consulting Services, and a prolific marketing author. David Haigh moved into media from finance. He was a Director of Interbrand before launching Brand Finance in 1996. Graham Clarke focuses on service management at Cranfield School of Management. Books include Inspired Customer Service. Don E. Schultz is Professor of Integrated Marketing Communications at Northwestern University, and President of Agora, Inc.
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