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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.
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Scenarios in Marketing, Gill G. Ringland, Laurie Young, Andrew Curry, David Young, Tim Westall, Merlin Stone, David Haigh, Graham Clark
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- 2006
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