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.
List of Tables.
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 E. Schultz).
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.