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Scenarios in Marketing: From Vision to Decision

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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, ...

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Scenarios in Marketing: From Vision to Decision
2006, Wiley, Chichester, England

ISBN-13: 9780470032725


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