Scenarios in Marketing or Financing China Trade and Investment

Scenarios in Marketing: From Vision to Decision

Author: Andrew Curry

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.

Table of Contents:

List of Figures     vii
List of Tables     ix
Contributors     xi
Acknowledgements     xv
Introduction to Scenario Planning   Gill Ringland     1
Securing Future Revenue   Laurie Young     19
Marketing Strategy and Scenarios   Paul Fifield     45
Scenario Planning and Innovation   Tim Westall     61
Scenarios in Customer Management   Merlin Stone   Neil Woodcock     83
Scenarios in Brand Valuation and Brand Portfolio Strategy   David Haigh     101
Marketing Communication: Radical or Rational Change?   Don E. Schultz     119
Scenarios for Fast-Moving Sectors   Andrew Curry   Lloyd Burdett   Crawford Hollingworth     139
Conclusions     159
Building Scenarios     161
Marketing Tools and their Use with Scenarios     169
A History of Scenarios     207
Index     217

Book about: Living with Lymphoma or Save Your Face

Financing China Trade and Investment

Author: Kui Wai Li

The performance of various types of capital resources in the economic reforms of China are of great interest to those involved in the reforms as policymakers, scholars, and businesspeople. Four major areas of financial development are identified--banking and loans, trade and foreign direct investments, official flows and foreign exchanges, and the stock market. The quality, or efficiency, of the capital resource has not been given equal weight with quantity, as it is difficult to measure the quality of a resource, and because more of a capital resource is generally preferred to less. A comprehensive analysis of trade and investment issues in China has been provided.

Booknews

Noting the peculiarity that China's commercial expansion has proceeded with no lack of capital, usually thought of as the limiting factor, 11 studies look at the sources of capital, but more importantly at the efficiency of its accumulation and investment. They consider four sources: banking foreign direct investment and trade, official flows, and equities. The topics include criteria and procedures for foreign bank lending to Chinese industries, the current state and prospects of Japan's direct investment, commodity futures markets, and the stock markets. Distributed in the US by Greenwood. Annotation c. by Book News, Inc., Portland, Or.