OCAD University Open Research Repository

Drafting Futures Integrating Futures Thinking and Marketing Strategy

Colagrossi, Anna (2017) Drafting Futures Integrating Futures Thinking and Marketing Strategy. [MRP]

Item Type: MRP
Creators: Colagrossi, Anna
Abstract:

Given the rate of change inherent in the current business environment, it is imperative that businesses consider different futures when developing marketing strategies. This master's research paper asks, “What if the 4Ps Marketing Mix, a traditional marketing planning approach, was employed in conjunction with scenarios developed through the application of futures thinking?” This research looks into integrating futures thinking into a core marketing strategy approach. It explores this new combination and discusses some elements that marketers could consider when thinking about the future of their organizations, their clients, and communities.

Date: 29 April 2017
Divisions: Graduate Studies > Strategic Foresight and Innovation
Date Deposited: 04 May 2017 16:34
Last Modified: 04 May 2017 16:34
URI: http://openresearch.ocadu.ca/id/eprint/1591

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