Scenarios in Marketing: From Vision to Decision

by Laurie Young and Gill Ringland

You've chosen this book. Which probably means you're a marketer, you've heard of scenarios and you want to know what they can do for you. Can they help with everyday marketing issues like brands, channels and relationships? The answer is yes. Rooted in customer needs, scenarios bridge the gap between corporate strategy and marketing tactics. They are a weapon for perceiving the unseen and a framework for thinking the unthinkable. This book's wealth...

• Format: Hardcover
• Language: English
• ISBN: 0470032723
• ISBN13: 9780470032725
• Release Date: November 2006
• Publisher: Wiley
• Length: 248 Pages
• Weight: 1.15 lbs.
• Dimensions: 0.8" x 6.4" x 9.2"