杭州电子科技大学图书馆书目检索系统

Online Public Access Catalogue

题名/责任者:

Scenarios in marketing : from vision to decision / edited by Gill Ringland and Laurie Young.

出版发行项:

Chichester, England ; Hoboken, NJ : Wiley, c2006.

ISBN:

0470032723 (hbk.)

ISBN:

9780470032725 (hbk.)

载体形态项:

xv, 227 p. : ill. ; 24 cm.

附加个人名称:

Ringland, Gill.

附加个人名称:

Young, Laurie, 1955-

论题主题:

Marketing-Management.

论题主题:

Strategic planning.

中图法分类号:

F713.56

书目附注:

Includes bibliographical references and index.

内容附注:

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.

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