Scenarios in marketing : from vision to decision /
Άλλοι συγγραφείς: | Ringland, Gill, Young, Laurie, 1955- |
---|---|
Μορφή: | Βιβλίο |
Γλώσσα: | English |
Άλλες Λεπτομέρειες Έκδοσης: |
Chichester, England :,
Wiley,,
c2006.
|
Θέματα: | |
Διαθέσιμο Online: |
Table of contents only Publisher description Contributor biographical information |
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099 | |a HF5415.13.S276 2006 | ||
245 | 0 | 0 | |a Scenarios in marketing : |b from vision to decision / |c edited by Gill Ringland and Laurie Young. |
260 | |a Chichester, England : |b Wiley, |c c2006. | ||
300 | |a xv, 227 p. : |b ill. ; |c 24 cm. | ||
504 | |a Includes bibliographical references and index. | ||
505 | 0 | |a 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. | |
650 | 0 | |a Marketing |x Management |9 725 | |
650 | 0 | |a Strategic planning |9 192 | |
700 | 1 | |9 131876 |a Ringland, Gill | |
700 | 1 | |9 131877 |a Young, Laurie, |d 1955- | |
856 | 4 | 1 | |3 Table of contents only |u http://www.loc.gov/catdir/toc/ecip0617/2006020354.html |
856 | 4 | 2 | |3 Publisher description |u http://www.loc.gov/catdir/enhancements/fy0739/2006020354-d.html |
856 | 4 | 2 | |3 Contributor biographical information |u http://www.loc.gov/catdir/enhancements/fy0739/2006020354-b.html |
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