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Scenarios in Marketing: From Vision to Decision
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 perceivin ...more
Hardcover, 227 pages
Published November 1st 2006 by Wiley
(first published January 1st 2006)
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