Scenarios in marketing
from vision to decision
- ISBN: 9780470032725
- Editorial: John Wiley & Sons Limited
- Fecha de la edición: 2006
- Lugar de la edición: New Jersey. Estados Unidos de Norteamérica
- Encuadernación: Cartoné
- Medidas: 24 cm
- Nº Pág.: 226
- Idiomas: Inglés
Papel: Cartoné
52,96 €
Sin Stock. Disponible en 5/6 semanas.
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.
Eds. Gill Ringland, Laurie Young
