| Lloyd Burdett joined Henley Centre Headlight Vision in 2003 having previously held a number of long-term strategy and delivery roles in the public sector. His work at HCHLV has focused on a wide range of futures, scenario planning and long-term strategy projects with clients in both the private and public sectors. Along with Andrew Curry, Lloyd now leads HCHLV’s futures work, focusing particularly on the development of new approaches to action-or.. << 查看详细 |
| list of figures. list of tables. contributors. acknowledgements. chapter 1: introduction to scenario planning (gill ringland). chapter 2: securing future revenue (laurie young). chapter 3: marketing strategy and scenarios (paul fifield). chapter 4: scenario planning and innovation (tim westall). chapter 5: scenarios in customer management (merlin stone and neil woodcock). chapter 6: scenarios in brand valuation and brand portfolio strategy (david haigh). chapter 7: marketing communication: radical or rational change? (don e. schultz). . chapter 8: scenarios for fast-moving sectors (andrew curry, lloyd burdett and crawford hollingworth). chapter 9: conclusions. appendix 1: building scenarios. appendix 2: marketing tools and their use with scenarios. appendix 3: a history of scenarios. index. |
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