Scenarios in Marketing

About the authors Gill Ringland is an expert in scenario planning. After research at the University of California, Berkeley and as a Fellow at Somerville College, Oxford, Gill had a career in the IT industry. As Head of Strategy at ICL, she used scenarios to understand the complexities of the information and communications industry and map ICL's future. Since 2002, Gill has written and consulted widely as Fellow and Chief Executive of St. Andrews Management Institute (SAMI). She is the author of three previous books – Scenario Planning (now in its Second Edition), Scenarios in Business and Scenarios in Public Policy – all published by Wiley. Laurie Young is a specialist in the marketing of services and customer care. His career includes senior positions with PricewaterhouseCoopers, BT and Unisys. In the 1990s he founded, built and sold his professional services company specialising in services marketing. Over the years he has advised a number of major international blue-chip organisations on the contribution of services marketing programmes to shareholder value. He is the author of Marketing the Professional Services Firm, also published by Wiley.

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
Paul Fifield

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 Burdett and Crawford Hollingworth

Chapter 9 Conclusions 159

Appendix 1 Building Scenarios 161

Appendix 2 Marketing Tools and their Use with Scenarios 169

Appendix 3 A History of Scenarios 207

Index 217