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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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 
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