Long‐Range Scenario Research As A Factor in Long‐Rang consumer Marketing Planning

Abstract

Discusses the role that predictive fiction serves as a resource in long‐range consumer marketing planning. Evaluates a case illustration comparing the scenarios depicted in two major works of predictive fiction in the categories of consumer behaviour, consumer goods, environment, law, family, leisure, sex roles, technology and psychological factors. Offers guidelines for selecting and analysing the content of relevant literary works, and how to incorporate the results into consumer marketing planning process.

Citation

Traynor, K. and Traynor, S.C. (1990), "Long‐Range Scenario Research As A Factor in Long‐Rang consumer Marketing Planning", Journal of Consumer Marketing, Vol. 7 No. 1, pp. 5-14. https://doi.org/10.1108/EUM0000000002564