Scenarios in Marketing

Scenarios in Marketing

'Marketing and Scenario' Planning contributes to the re-positioning of marketing as a sales expense to marketing as investment with the expectation of a return. The issue of marketing then becomes inextricably linked with the overall strategy of an organization, and a more thoughtful, long-range view of the environment is required. Written by a stellar cast of contributors, this book combines each aspect of marketing with methods for improving the resilience of marketing decisions through scenario-use to expand creativity and enhance the discipline of thinking.Contributors to this book include Paul Fifield, Andrew Curry, Crawford Hollingworth, Lloyd Burdett, David Young, Tim Westall, Merlin Stone, David Haigh, Graham Clarke, and Don E. Schultz.

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, Nestlé 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.

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After research at the University of California, Berkeley and as a Fellow at Somerville College, Oxford, Gill Ringland had a career in the IT industry and in due course joined ICL. There, as Head of Strategy, 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. Before joining PwC, where he oversaw a total marketing team of some 300 people and a budget spend of around $80 million, he founded, built and sold his professional services company specialising in services marketing. During that period he 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.

Inhaltsangabe

List of Figures

List of Tables

Contributors

Acknowledgements

Chapter 1: Introduction to Scenario Planning (Gill Ringland)

Chapter 2: Securing Future Revenue (Laurie Young)

Chapter 3: Marketing Strategy and Scenarios (Paul Fifield)

Chapter 4: Scenario Planning and Innovation (Tim Westall)

Chapter 5: Scenarios in Customer Management (Merlin Stone and Neil Woodcock)

Chapter 6: Scenarios in Brand Valuation and Brand Portfolio Strategy (David Haigh)

Chapter 7: Marketing Communication: Radical or Rational Change? (Don E. Schultz)

Chapter 8: Scenarios for Fast-Moving Sectors (Andrew Curry, Lloyd Burdett and Crawford Hollingworth)

Chapter 9: Conclusions

Appendix 1: Building Scenarios

Appendix 2: Marketing Tools and their Use with Scenarios

Appendix 3: A History of Scenarios

Index