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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...

Scenario Planning is a classic work of business strategy. Its clear, inclusive approach to learning from the future distinguishes it from the competition, while its unmatched breadth of case studies make it an essential aid for managers seeking to implement scenario techniques. Key features of the Second Edition include a review of available methods and how to access them, detailed coverage of 'early indicators', and a wealth of new cases including Shell, Morgan Stanley Japan, and Finland's use of climate change scenarios. 'What happened next' sections for case studies from the first edition...

"If you want to know how countries, companies and individuals can master the winds and the waves that will dominate the next decade, this is the book for you."
--Rupert Pennant-Rea, former editor of the Economist, Deputy Governor of the Bank of England

"'If leading your organisation sometimes feels like changing the front wheel of a bicycle whilst toy are still pedalling it as fast as you can, this is a book you should read."
--Sir David Brown, former Chairman, Motorola UK

"Beyond Crisis is full of compelling reasons, clear advice and practical...

Here be Dragons was written in response to requests from readers of Beyond Crisis (John Wiley, 2010), which introduced the "Cycle of Renewal." Readers wanted to know what the Cycle of Renewal looked like "on the ground"; how would you get started? How would you decide which tools to use? Who would do the work? What would it look like on a daily basis? And, most importantly, what impact would you see on business performance? Here be Dragons addresses these questions in two ways. The first, The Columbus Project, describes the journey taken by a fictional organisation (FutureParts Vehicle...