Scenarios in Marketing: From Vision to Decision

List of Figures vii

List of Tables ix

Contributors xi

Acknowledgements xv

Chapter 1 Introduction to Scenario Planning 1
Gill Ringland

Chapter 2 Securing Future Revenue 19
Laurie Young

Chapter 3 Marketing Strategy and Scenarios 45
Paul Fifield

Chapter 4 Scenario Planning and Innovation 61
Tim Westall

Chapter 5 Scenarios in Customer Management 83
Merlin Stone and Neil Woodcock

Chapter 6 Scenarios in Brand Valuation and Brand Portfolio Strategy 101
David Haigh

Chapter 7 Marketing Communication: Radical or Rational Change? 119
Don E. Schultz

Chapter 8 Scenarios for Fast-Moving Sectors 139
Andrew Curry, Lloyd Burdett and Crawford Hollingworth

Chapter 9 Conclusions 159

Appendix 1 Building Scenarios 161

Appendix 2 Marketing Tools and their Use with Scenarios 169

Appendix 3 A History of Scenarios 207

Index 217