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Keywords: Scenario planning
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (1990) 7 (1): 5–14.
Published: 01 January 1990
... Scenario planning LONG-RANGE SCENARIO RESEARCH AS A FACTOR IN LONG-RANGE CONSUMER MARKETING PLANNING Kenneth Traynor Susan C. Traynor In this article, long-range scenario research is considered as a factor in long-range consumer marketing planning. This article discusses the role that predictive fiction...
