Scenarios in Marketing

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 foryou. Can they help with everyday marketing issues like brands,channels and relationships? The answer is yes. Rooted in customerneeds, scenarios bridge the gap between corporate strategy andmarketing tactics. They are a weapon for perceiving the unseen anda framework for thinking the unthinkable. This book's wealth ofcase studies will show you how they've helped top companies likePfizer, Nestle and Courvoisier to do just that, and its practicallessons will show how they can do exactly the same for you.Gill Ringland and Laurie Young have gathered top-flightcontributors to offer the first straightforward account of scenarioplanning for marketers. In readable chapters they show how, byintegrating scenarios into the wider marketing toolkit, you canmake your organization more customer-driven and consider a widerrange of possibilities than your competitors. They explore howscenarios have driven creativity in a range of consumer marketingapplications - even in FMCG sectors - and define their role indistribution, channel management, brand management and customermanagement strategy. Finally, they show how marketing scenarios canhelp to promote wider corporate innovation.The rich pictures painted by scenarios have made businessstrategy more visionary and creative, and they're set to do thesame with marketing strategy. Read this book, and make sure it'syour organization holding the brush.

List of Figures viiList of Tables ixContributors xiAcknowledgements xvChapter 1 Introduction to Scenario Planning 1Gill RinglandChapter 2 Securing Future Revenue 19Laurie YoungChapter 3 Marketing Strategy and Scenarios 45Paul FifieldChapter 4 Scenario Planning and Innovation 61Tim WestallChapter 5 Scenarios in Customer Management 83Merlin Stone and Neil WoodcockChapter 6 Scenarios in Brand Valuation and Brand Portfolio Strategy 101David HaighChapter 7 Marketing Communication: Radical or Rational Change? 119Don E. SchultzChapter 8 Scenarios for Fast-Moving Sectors 139Andrew Curry, Lloyd Burdett and Crawford HollingworthChapter 9 Conclusions 159Appendix 1 Building Scenarios 161Appendix 2 Marketing Tools and their Use with Scenarios 169Appendix 3 A History of Scenarios 207Index 217