Marketers Expressing The Future: Scenario Planning For Marketing Action

Elsevier Sci Ltd
Publication Type:
Journal Article
Futures, 2010, 42 (4), pp. 417 - 426
Issue Date:
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Thomas Friedman exhorts us to imagine the future [1] - we urge marketers to invent the future, to learn the future faster, and to deliver the future earlier. Marketers are asked to develop scenarios about emerging technologies such as broadband wireless
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