Scenarios In Marketing
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| Author | : Gill Ringland |
| Publisher | : John Wiley & Sons |
| Total Pages | : 244 |
| Release | : 2007-02-06 |
| Genre | : Business & Economics |
| ISBN | : 0470058587 |
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, Nestle 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.
| Author | : Ulf Pillkahn |
| Publisher | : John Wiley & Sons |
| Total Pages | : 400 |
| Release | : 2008-09-26 |
| Genre | : Business & Economics |
| ISBN | : 3895786292 |
Is my enterprise really prepared for future business? What can I do to become more competitive? Ulf Pillkahn's book is directed at all of those seeking answers to these questions: executives in strategic positions, business analysts, consultants, trend scouts, marketing and product managers and research engineers. The book presents the two most powerful tools for future planning: environmental analysis, based on the use of trends, as well as the development of visions of the future through the use of scenarios. While scenarios are generally regarded as a classical management tool, it is expected that the importance of trends will gain tremendously in the coming years. Pillkahn demonstrates how to build robust strategies by aligning the results of environmental and enterprise scenarios, thereby offering entirely new insights. "Using Trends and Scenarios as Tools for Strategy Development" convincingly illustrates why efficient observation of the environment of an enterprise is an absolutely essential factor for strategy development, and why strategy development only works if it is institutionalized as a permanent enterprise process. It also addresses the issue of what information is needed to keep both processes running. The book further describes how trends can be categorized, and offers advice on how to glean the essential information from the vast variety of trends. Information is provided on how scenarios are used as a holistic instrument for creating visions and pictures of the future, and how the results of trend research and scenario techniques find their way into entrepreneurial strategy development. An optimized strategy development process is also outlined. Practical examples and real-life pictures of the future round off Pillkahn's insightful discussion of future business planning.
| Author | : John Dawes |
| Publisher | : SAGE |
| Total Pages | : 297 |
| Release | : 2021-08-11 |
| Genre | : Business & Economics |
| ISBN | : 1529766273 |
This new book guides you concisely through the marketing planning process from start to finish, drawing on examples from large brands like Ikea and Krispy Kreme to digital start-ups like Starling Bank.
| Author | : Alexander Chernev |
| Publisher | : Cerebellum Press |
| Total Pages | : 265 |
| Release | : 2020-02-15 |
| Genre | : Business & Economics |
| ISBN | : |
The Marketing Plan Handbook presents a streamlined approach to writing succinct and meaningful marketing plans. By offering a comprehensive, step-by-step method for crafting a strategically viable marketing plan, this book provides the relevant information in a concise and straight-to-the-point manner. It outlines the basic principles of writing a marketing plan and presents an overarching framework that encompasses the plan’s essential components. A distinct characteristic of this book is its emphasis on marketing as a value-creation process. Because it incorporates the three aspects of value management—managing customer value, managing collaborator value, and managing company value—the marketing plan outlined in this book is relevant not only for business-to-consumer scenarios but for business-to-business scenarios as well. This integration of business-to-consumer and business-to-business planning into a single framework is essential for ensuring success in today’s networked marketplace. The marketing plan outlined in this book builds on the view of marketing as a central business discipline that defines the key aspects of a company’s business model. This view of marketing is reflected in the book’s cross-functional approach to strategic business planning. The Marketing Plan Handbook offers an integrative approach to writing a marketing plan that incorporates the relevant technological, financial, organizational, and operational aspects of the business. This approach leads to a marketing plan that is pertinent not only for marketers but for the entire organization. The Marketing Plan Handbook can benefit managers in all types of organizations. For startups and companies considering bringing new products to the market, this book outlines a process for developing a marketing plan to launch a new offering. For established companies with existing portfolios of products, this book presents a structured approach to developing an action plan to manage their offerings and product lines. Whether it is applied to a small business seeking to formalize the planning process, a startup seeking venture-capital financing, a fast-growth company considering an initial public offering, or a large multinational corporation, the framework outlined in this book can help streamline the marketing planning process and translate it into an actionable strategic document that informs business decisions and helps avoid costly missteps.
| Author | : Jamil, George Leal |
| Publisher | : IGI Global |
| Total Pages | : 537 |
| Release | : 2018-12-21 |
| Genre | : Business & Economics |
| ISBN | : 152257266X |
Business models are regarded as a main emerging topic in the management area for opportune science-driven practical conceptions and applications. They represent how organizations are proposed and planned, as well as how they establish a market and social relations, manage strategic resources, and make decisions. However, companies must produce new solutions for strategic sustainability, performance measurement, and overall managerial conditions for these business models to be implemented effectively. The Handbook of Research on Business Models in Modern Competitive Scenarios depicts how business models contribute to strategic competition in this new era of technological and social changes as well as how they are conceptualized, studied, designed, implemented, and in the end, how they can be improved. Featuring research on topics such as creating shared value, global scenarios, and organizational intelligence, this book provides pivotal information for scientific researchers, business decision makers, strategic planners, consultants, managers, and academicians.
| Author | : Roy E. Martin |
| Publisher | : CRC Press |
| Total Pages | : 986 |
| Release | : 2000-04-04 |
| Genre | : Technology & Engineering |
| ISBN | : 9781566768894 |
Comprehensive handbook of seafood information! This definitive reference is the most comprehensive handbook of information ever assembled on foods and other products from fresh and marine waters. Marine and Freshwater Products Handbook covers the acquisition, handling, biology, and the science and technology of the preservation and processing of fishery and marine products. The array of topics covered includes: aquaculture fisheries management, and harvesting o fish meal and fish oil o fish protein concentrates o seaweed products o products from shell o other industrial products o bioactive compounds o cookery o specialty products o surimi and mince o HACCP o modern processing methods o religious and cultural aspects of water products o marine toxins and seafood intolerances o contamination in shellfish growing areas o pathogens in fish and shellfish. Marketing, transportation and distribution, retailing, import and export, and a look to the future of the seafood industry are also addressed. Extensive coverage of species All major marine and freshwater finfish species are covered, as well as processing technologies: fresh fish, preserved fish, finfish processing, and other processed products. Crustaceans and other useful marine and freshwater species and their processing are also covered. These include: mollusk o clams o oysters o scallops o abalone o squid o shrimp o lobster o crawfish o crabs o eels o turtles o sea urchin o octopus o snails o alligator. The definitive seafood industry sourcebook Marine and Freshwater Products Handbook incorporates the advances in biotechnology and molecular biology, including potential drugs and medicinal products; the manufacture of chemicals from the sea; seafood safety, including toxin detection techniques and HACCP, and processing technologies. With contributions from more than 50 experts, helpful, data-filled tables and charts, numerous references and photos, this is the sourcebook for everyone involved in products from our waters. It will serve as the standard reference for the seafood industry for years to come.
| Author | : Patrick J. Sullivan |
| Publisher | : |
| Total Pages | : |
| Release | : |
| Genre | : |
| ISBN | : 1412227402 |
| Author | : Alastair M. Morrison |
| Publisher | : Taylor & Francis |
| Total Pages | : 898 |
| Release | : 2023-07-31 |
| Genre | : Business & Economics |
| ISBN | : 1000876160 |
Marketing and Managing Tourism Destinations is a comprehensive and integrated introductory textbook covering destination management and marketing in one volume. It focuses on how destination management is planned, implemented, and evaluated as well as the management and operations of destination management organizations (DMOs), how they conduct business, major opportunities, and challenges and issues they face to compete for the global leisure and business travel markets. Much has changed since the publication of the second edition of this book in 2018. The COVID-19 pandemic was unpredictable at the time and has caused havoc for destinations and DMOs. The third edition includes many materials about the COVID-19 impacts and recovery from the pandemic. This third edition has been updated to include: four new chapters (Chapter 2—“Destination Sustainability and Social Responsibility”; Chapter 3—“Quality of Life and Well-Being of Destination Residents”; Chapter 11—“Destination Crisis Management”; and Chapter 20—“Destination Management Performance Measurement and Management”) new and updated international case examples to show the practical realities and approaches to managing different destinations around the world coverage of contemporary topics including, for example, COVID-19, social responsibility, metaverse, mixed reality, virtual meetings, teleworking, digital nomads, viral marketing, blended travel, regenerative tourism, meaningful travel, and several others a significantly improved illustration program keyword lists It is illustrated in full color and packed with features to encourage reflection on main themes, spur critical thinking, and show theory in practice. Written by an author with many years of industry practice, university teaching, and professional training experience, this book is the essential guide to the subject for tourism, hospitality, and events students and industry practitioners alike.
| Author | : Rafael Rami ́rez |
| Publisher | : Earthscan |
| Total Pages | : 313 |
| Release | : 2012 |
| Genre | : Business & Economics |
| ISBN | : 1849770646 |
The world is increasingly turbulent and complex, awash with disruptions, tipping points and knock-on effects. These range from the impacts of warfare in the Middle East on energy futures, investment and global currencies to the vast and unpredictable impacts of climate change. All this threatens established strategic planning methods.This book is for business and organizational leaders who want and need to think through how best to deal with increasing turbulence, and with the complexity and uncertainty that come with it. The authors explain in clear language how future orientation and, specifically, modern scenario techniques help to address these conditions. They draw on examples from a wide variety of international settings and circumstances including large corporations, inter-governmental organizations, small firms and municipalities. Readers will be inspired to try out scenario approaches themselves to better address the turbulence that affects them and others with whom they work, live and do business. A key feature of the book is the exchange of insights across the academic-practitioner divide. Scholars of scenario thinking and organizational environments will appreciate the authors' conceptual and methodological advances. What has previously remained jargon only accessible to the highest level of corporate and government futures planners here becomes comprehensible to a wider business and practitioner community.
| Author | : Gary W. Randazzo |
| Publisher | : Business Expert Press |
| Total Pages | : 154 |
| Release | : 2014-05-15 |
| Genre | : Business & Economics |
| ISBN | : 1606499610 |
What’s your organization’s marketing strategy? Does your company meet real life marketing challenges head on and with success? This book provides a unique approach by using your organization’s mission and vision statements to guide the development of marketing goals, strategies, and tactics. It uses real market examples to demonstrate the development of effective marketing strategies. Central to the development of marketing strategy is the use of the marketing mix of price, place, product, and promotion. This book neatly weaves the process of developing such a marketing strategy with examples given to clarify the theories and guide the reader through the strategic marketing planning process. If you are a manager, business student, or an executive, this book will help you grow an established business or start a new one with smart management techniques and processes that are critical to executing successful marketing strategies. The examples used are from large and small organizations in which the author was personally involved.
