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Author: Gill Ringland
Publisher: John Wiley & Sons
ISBN: 0470058587
Category : Business & Economics
Languages : en
Pages : 244
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Book Description
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 of case studies will show you how they've helped top companies like Pfizer, Nestle and Courvoisier to do just that, and its practical lessons will show how they can do exactly the same for you. 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.
Author: Gill Ringland
Publisher: John Wiley & Sons
ISBN: 0470058587
Category : Business & Economics
Languages : en
Pages : 244
Get Book Here
Book Description
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 of case studies will show you how they've helped top companies like Pfizer, Nestle and Courvoisier to do just that, and its practical lessons will show how they can do exactly the same for you. 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.
Author: Gill Ringland
Publisher:
ISBN: 9780470666265
Category : Marketing
Languages : en
Pages : 227
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Book Description
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.
Author: Rafael Rami ́rez
Publisher: Earthscan
ISBN: 1849770646
Category : Business & Economics
Languages : en
Pages : 313
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Book Description
The world is increasingly turbulent and complex, awash with disruptions, tipping points and knock-on effects. These range from the impacts of warfare in the Middle East on energy futures, investment and global currencies to the vast and unpredictable impacts of climate change. All this threatens established strategic planning methods.This book is for business and organizational leaders who want and need to think through how best to deal with increasing turbulence, and with the complexity and uncertainty that come with it. The authors explain in clear language how future orientation and, specifically, modern scenario techniques help to address these conditions. They draw on examples from a wide variety of international settings and circumstances including large corporations, inter-governmental organizations, small firms and municipalities. Readers will be inspired to try out scenario approaches themselves to better address the turbulence that affects them and others with whom they work, live and do business. A key feature of the book is the exchange of insights across the academic-practitioner divide. Scholars of scenario thinking and organizational environments will appreciate the authors' conceptual and methodological advances. What has previously remained jargon only accessible to the highest level of corporate and government futures planners here becomes comprehensible to a wider business and practitioner community.
Author: Wack
Publisher:
ISBN: 9780000856173
Category :
Languages : en
Pages :
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Book Description
Author: Rafael Ramírez
Publisher: Oxford University Press
ISBN: 0198745699
Category : Business & Economics
Languages : en
Pages : 275
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Book Description
This book provides clear information and guidance on how to do scenario planning to support strategy and public policy. The book describes the Oxford Scenario Planning Approach (OSPA), an intellectually rigorous and practical methodolgy.
Author: Ulf Pillkahn
Publisher: John Wiley & Sons
ISBN: 3895786292
Category : Business & Economics
Languages : en
Pages : 400
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Book Description
Is my enterprise really prepared for future business? What can I do to become more competitive? Ulf Pillkahn's book is directed at all of those seeking answers to these questions: executives in strategic positions, business analysts, consultants, trend scouts, marketing and product managers and research engineers. The book presents the two most powerful tools for future planning: environmental analysis, based on the use of trends, as well as the development of visions of the future through the use of scenarios. While scenarios are generally regarded as a classical management tool, it is expected that the importance of trends will gain tremendously in the coming years. Pillkahn demonstrates how to build robust strategies by aligning the results of environmental and enterprise scenarios, thereby offering entirely new insights. "Using Trends and Scenarios as Tools for Strategy Development" convincingly illustrates why efficient observation of the environment of an enterprise is an absolutely essential factor for strategy development, and why strategy development only works if it is institutionalized as a permanent enterprise process. It also addresses the issue of what information is needed to keep both processes running. The book further describes how trends can be categorized, and offers advice on how to glean the essential information from the vast variety of trends. Information is provided on how scenarios are used as a holistic instrument for creating visions and pictures of the future, and how the results of trend research and scenario techniques find their way into entrepreneurial strategy development. An optimized strategy development process is also outlined. Practical examples and real-life pictures of the future round off Pillkahn's insightful discussion of future business planning.
Author: Rajkumar Venkatesan
Publisher: University of Virginia Press
ISBN: 081394516X
Category : Business & Economics
Languages : en
Pages : 278
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Book Description
The authors of the pioneering Cutting-Edge Marketing Analytics return to the vital conversation of leveraging big data with Marketing Analytics: Essential Tools for Data-Driven Decisions, which updates and expands on the earlier book as we enter the 2020s. As they illustrate, big data analytics is the engine that drives marketing, providing a forward-looking, predictive perspective for marketing decision-making. The book presents actual cases and data, giving readers invaluable real-world instruction. The cases show how to identify relevant data, choose the best analytics technique, and investigate the link between marketing plans and customer behavior. These actual scenarios shed light on the most pressing marketing questions, such as setting the optimal price for one’s product or designing effective digital marketing campaigns. Big data is currently the most powerful resource to the marketing professional, and this book illustrates how to fully harness that power to effectively maximize marketing efforts.
Author: Jon Groucutt
Publisher: Kogan Page Publishers
ISBN: 9780749441142
Category : Business & Economics
Languages : en
Pages : 564
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Book Description
Marketing: Essential principles, new realities has been researched, developed and written primarily with the undergraduate and diploma-level student in mind. This student-oriented text, with its relaxed and free flowing language, provides the reader with material of a rigorous academic standard. Each chapter follows a set structure that has been designed to encourage discussion and raise issues for consideration and research:introduction;learning objectives;chapter sub headings - key issues;chapter summary;exercises and questions for review and critical thinking.At the end of the book there are additional notes and references to support student learning.Written by authors from both an academic and practitioner background, this new textbook offers an excellent introduction to the subject for the next generation of marketers and business people.FREE CD ROM FOR LECTURERSThe authors have created a unique CD ROM containing both lecture presentation slides and essay questions. This is available on request from the publisher.CONTENTSIntroductionWhat is marketing?The business and marketing environmentEthical marketing and social responsibilityBuyer behaviourSegmenting, positioning and targetingMarketing researchMarketing and strategyProducts and brandsPrice and pricing strategiesPromotion part 1Promotion part 2People, physical evidence and processPlacement, distribution and logisticsMarketing across borders: the international dimensionApplication: bringing the elements togetherNotesReferenceIndexPlease view more information on this book, including a sample chapter and detailed, full contents at http://www.kogan-page.co.uk/groucutt
Author: Roland Kupers
Publisher: Amsterdam University Press
ISBN: 9048522099
Category : Social Science
Languages : en
Pages : 170
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Book Description
In 1965, Royal Dutch Shell started experimenting with a new approach to preparing for the future. This approach, called scenario planning, eschewed forecasting in favor of plausible alternative stories. By using stories, or scenarios, Shell aimed to avoid the false assumption that the future would look much like the presentan assumption that marred most corporate planning at the time. The Essence of Scenarios offers unmatched insight into the companys innovative practice, which still has a huge influence on the way businesses, governments, and other organizations think about and plan for the future. In the course of their research, Angela Wilkinson and Roland Kupers interviewed almost every living veteran of the Shell scenario planning operation, along with many top Shell executives from later periods. Drawing on these interviews, the authors identify several principles that characterize the Shell process and explain how it has survived and thrived for so long. They also enumerate the qualities of successful Shell scenarios, which above all must be plausible stories with logical trajectories. Ultimately, Wilkinson and Kupers demonstrate the value of scenario planning as a sustained practice, rather than as a one-off exercise.
Author: Vijay Mahajan
Publisher: Pearson Prentice Hall
ISBN: 0132716119
Category : Political Science
Languages : en
Pages : 289
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Book Description
With more than 900 million consumers, the continent of Africa is one of the world’s fastest growing markets. In Africa Rising, renowned global business consultant Vijay Mahajan reveals this remarkable marketplace as a continent with massive needs and surprising buying power. Crossing thousands of miles across the continent, he shares the lessons that Africa’s businesses have learned about succeeding on the continent...shows how global companies are succeeding despite Africa’s unique political, economic, and resource challenges...introduces local entrepreneurs and foreign investors who are building a remarkable spectrum of profitable and sustainable business opportunities even in the most challenging locations...reveals how India and China are staking out huge positions throughout Africa...and shows the power of the diaspora in driving investment and development. Recognize that Africa is richer than you think Africa is richer than India on the basis of gross national income (GNI) per capita, and a dozen African countries have a higher GNI per capita than China. Aim for Africa Two Opportunities exist in all parts of the market, particularly the 400 million people in the middle of the market. Find opportunities to organize the market From retailing to cell phones to banking, companies are succeeding by building infrastructure. Develop strategies for the most youthful market in the world Companies are recognizing opportunities from diapers to music to medicine in a market growing younger every day. Understand that Africa is not a “media dark” continent From Nollywood to satellite to broadband, media is exploding on the continent. Recognize the hidden strength of the African diaspora The African diaspora brings resources and knowledge to African development and expands the African opportunity beyond the continent. Build Ubuntu markets Create profitable businesses, sustainable growth, and social organizations by meeting basic human needs.
