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Scenarios in Marketing: From Vision to Decision by Gill Ringland

Scenarios in Marketing: From Vision to Decision

by Gill Ringland
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Book cover type: Hardcover
  • ISBN13: 9780470032725
  • Binding: Hardcover
  • Subject: N/A
  • Publisher: Wiley
  • Publisher Imprint: Wiley
  • Publication Date:
  • Pages: 227
  • Original Price: GBP 31.99
  • Language: English
  • Edition: N/A
  • Item Weight: 481 grams
  • BISAC Subject(s): Marketing / General

From the Back Cover

To create Scenarios in Marketing, Gill Ringland and Laurie Young have called on the expertise of highly-respected contributors, and the lessons of leading-edge case studies:

The contributors

  • Lloyd Burdett, Associate Director, The Henley Centre Ltd.
  • Andrew Curry, Director, The Henley Centre Ltd.
  • Paul Fifield, Director, The Paul Fifield Organisation Ltd.
  • David Haigh, Chief Executive, Brand Finance Plc.
  • Crawford Hollingworth, Founder and CEO, HeadlightVision Ltd.
  • Don E. Schultz, President, Agora Inc.
  • Merlin Stone, Director, WCL
  • Tim Westall, Founding Partner, April Strategy Ltd.
  • Neil Woodcock, Director, WCL

The case studies

  • Exploring assumptions at D2D
  • Developing new business streams at Electrolux
  • Scenarios in arts marketing
  • Marketing strategy at Pfizer
  • Using real environments to model the future
  • Hathaway shirts
  • Strategies for mobile commerce
  • Telephone directories
  • IT 'Hardware'
  • Global personal product range extension
  • European frozen food innovation
  • Tesco
  • Nestlé Rowntree
  • Courvoisier

About the authors

Gill Ringland is an expert in scenario planning. After research at the University of California, Berkeley and as a Fellow at Somerville College, Oxford, Gill had a career in the IT industry. As Head of Strategy at ICL, she used scenarios to understand the complexities of the information and communications industry and map ICL's future. Since 2002, Gill has written and consulted widely as Fellow and Chief Executive of St. Andrews Management Institute (SAMI). She is the author of three previous books - Scenario Planning (now in its Second Edition), Scenarios in Business and Scenarios in Public Policy - all published by Wiley.

Laurie Young is a specialist in the marketing of services and customer care. His career includes senior positions with PricewaterhouseCoopers, BT and Unisys. In the 1990s he founded, built and sold his professional services company specialising in services marketing. Over the years he has advised a number of major international blue-chip organisations on the contribution of services marketing programmes to shareholder value. He is the author of Marketing the Professional Services Firm, also published by Wiley.

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