In order for businesses to be quicker, more flexible, more able to adapt rapidly to changing circumstances and to become global in thought and deed, managers must be able to meet the needs of the business world more precisely. This text aims to help them do just that.

“An invaluable up-to-date guide on a subject of the highest priority for today's managers.” - Peter Doyle, Warwick Business School This book gives you the tools to think with foresight and creativity, in order to anticipate future customer needs and the vision to see how your organization needs to change in order to meet these future customer needs. Author : Mark Jenkins is senior lecturer in strategic management at Cranfield School of Management. He is an experienced writer and is co-editor of The Journal of Marketing Practice.