Scenarios in marketing: from vision to decision
Gespeichert in:
| Weitere Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Chichester [u.a.]
Wiley
2006
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XV, 227 S. graph. Darst. |
| ISBN: | 9780470032725 0470032723 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804145167934947328 |
|---|---|
| adam_text | List of Figures vii
List of Tables ix
Contributors xi
Acknowledgements xv
Chapter 1 Introduction to Scenario Planning 1
Gill Ringland
Chapter 2 Securing Future Revenue 19
Laurie Young
Chapter 3 Marketing Strategy and Scenarios 45
PaulFifield
Chapter 4 Scenario Planning and Innovation 61
Tim Westall
Chapter 5 Scenarios in Customer Management 83
Merlin Stone and Neil Woodcock
Chapter 6 Scenarios in Brand Valuation and Brand Portfolio Strategy 101
David Haigh
Chapter 7 Marketing Communication: Radical or Rational Change? 119
Don E. Schultz
Chapter 8 Scenarios for Fast-Moving Sectors 139
Andrew Curry, Lloyd Burden and Crawford Hollingworth
Chapter 9 Conclusions 159
v
Contents
Appendix 1 Building Scenarios 161
Appendix 2 Marketing Tools and their Use with Scenarios 169
Appendix 3 A History of Scenarios 207
Index 217
vi
Figure 1.1 The Marketers Toolkits 3
Figure 1.2 Coral Reef and Deep Sea 6
Figure 2.1 The Classic Functional Shape 25
Figure 2.2 Decentralised Approach 26
Figure 2.3 The Single Marketer or SBU Structure 27
Figure 2.4 Functional Shape in a Large Partnership 29
Figure 2.5 Mobile Commerce Markets 40
Figure 2.6 Deadlock Scenario 41
Figure 2.7 Digital Hub Scenario 41
Figure 2.8 New Wave Scenario 42
Figure 3.1 Marketing Strategy (Scorpio) 46
Figure 3.2 Strategy and Marketing 48
Figure 3.3 Segmentation Example: IT Hardware 54
Figure 3.4 Products and/or Markets 59
Figure 4.1 Scenario Framework Building 66
Figure 5.1 The Simple Direct Intermediary Model 90
Figure 7.1 Hierarchy of Effects Model 123
Figure 7.2 Marketing Communication Organisational Structure 124
Figure 7.3 Closed-Loop System 130
Figure 7.4 Horizontal Planning Process 131
Figure 7.5 The Relationship Framework 132
vii
List of Figures
Figure 8.1 Futures Techniques Map 141
Figure 8.2 Assembling Drivers 146
Figure 8.3 Drivers/Trends/Manifestations 148
Figure 8.4 The Weight Matrix 150
Figure 8.5 The Retail Experience 153
Figure Al.l The Typical Overall Process 162
Figure Al.2 The Scenario Matrix 167
Figure A2.1 The Ansoff Matrix 170
Figure A2.2 AnsofPs Original Format 171
Figure A2.3 The ARR Model 173
Figure A2.4 The Boston Matrix 175
Figure A2.5 Mapping Organisational Culture Using the Cultural
Web 178
Figure A2.6 The Directional Policy Matrix 179
Figure A2.7 The Experience Curve 182
Figure A2.8 The Experience Curve Applied to Outsourcing 184
Figure A2.9 Features Analysis 184
Figure A2.10 The Goods/Services Spectrum 186
Figure A2.11 Models of Service 1 186
Figure A2.12 Models of Service 2 187
Figure A2.13 Models of Service 3 188
Figure A2.14 Models of Service 4 189
Figure A2.15 The Gap Model 190
Figure A2.16 Individualism vs. Masculinity/Femininity 192
Figure A2.17 The Phenomenon of Industry Maturity 194
Figure A2.18 Case Study: Growth of Executive Search in the UK 195
Figure A2.19 The Marketing Mix for Services 197
Figure A2.20 Porter s Forces of Competition 199
Figure A2.21 Importance Rating of IT Professional Services Firms
Attributes 201
Figure A2.22 SWOT Analysis 203
Figure A3.1 Five SRI Scenarios for the Future of American Society 209
viii
Table 3.1 Industry versus Market Led Business Definitions 50
Table 4.1 Probability Wall Chart 69
Table 4.2 Ten Common Uncertainties 71
Table 4.3 Picture Prompt Sheet 73
Table 4.4 Example Agenda: Scenario-Based Innovation Workshop 76
Table 8.1 Which Technique When? 156
Table Al.l Seven Questions 164
Table A2.1 Factors of Market Attractivencess and Business Strength
Used in the Original GE Matrix 180
Table A2.2 Strategic Implications of Different Phases of Industry
Maturity 196
ix
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| illustrated | Illustrated |
| indexdate | 2024-07-09T23:15:09Z |
| institution | BVB |
| isbn | 9780470032725 0470032723 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-022133655 |
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| physical | XV, 227 S. graph. Darst. |
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| spelling | Scenarios in marketing from vision to decision ed. by Gill Ringland ... Marketing and scenario planning Chichester [u.a.] Wiley 2006 XV, 227 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Szenario (DE-588)4194332-6 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Marketingstrategie (DE-588)4120697-6 s Szenario (DE-588)4194332-6 s DE-188 Ringland, Gill edt HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022133655&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Scenarios in marketing from vision to decision Marketingstrategie (DE-588)4120697-6 gnd Szenario (DE-588)4194332-6 gnd |
| subject_GND | (DE-588)4120697-6 (DE-588)4194332-6 (DE-588)4143413-4 |
| title | Scenarios in marketing from vision to decision |
| title_alt | Marketing and scenario planning |
| title_auth | Scenarios in marketing from vision to decision |
| title_exact_search | Scenarios in marketing from vision to decision |
| title_full | Scenarios in marketing from vision to decision ed. by Gill Ringland ... |
| title_fullStr | Scenarios in marketing from vision to decision ed. by Gill Ringland ... |
| title_full_unstemmed | Scenarios in marketing from vision to decision ed. by Gill Ringland ... |
| title_short | Scenarios in marketing |
| title_sort | scenarios in marketing from vision to decision |
| title_sub | from vision to decision |
| topic | Marketingstrategie (DE-588)4120697-6 gnd Szenario (DE-588)4194332-6 gnd |
| topic_facet | Marketingstrategie Szenario Aufsatzsammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022133655&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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