Scenarios in Marketing (PDF)

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.