Scenarios in Marketing

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 CONTRIBUTORSLloyd Burdett, Associate Director, The Henley Centre Ltd.Andrew Curry, Director, The Henley Centre Ltd.Paul Fifield, 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, WCLTim Westall, Founding Partner, April Strategy Ltd.Neil Woodcock, Director, WCLTHE CASE STUDIESExploring assumptions at D2DDeveloping new business streams at ElectroluxScenarios in arts marketingMarketing strategy at PfizerUsing real environments to model the futureHathaway shirtsStrategies for mobile commerceTelephone directoriesIT `Hardware Global personal product range extensionEuropean frozen food innovationTescoNestlé RowntreeCourvoisier