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.

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 contributors

• Lloyd Burdett, Associate Director, The Henley Centre Ltd.
• Andrew Curry, Director, The Henley Centre Ltd.
• Paul Fifield, Director, 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, WCL
• Tim Westall, Founding Partner, April Strategy Ltd.
• Neil Woodcock, Director, WCL

The case studies

• Exploring assumptions at D2D
• Developing new business streams at Electrolux
• Scenarios in arts marketing
• Marketing strategy at Pfizer
• Using real environments to model the future
• Hathaway shirts
• Strategies for mobile commerce
• Telephone directories
• IT 'Hardware'
• Global personal product range extension
• European frozen food innovation
• Tesco
• Nestlé Rowntree
• Courvoisier