Authors:
- Presents a comprehensive "how-to" guide to the most powerful tools for marketing and management
- Covers the areas of analysis, forecast, creative thinking, agile management, and strategy development
- Offers guidelines and tips for the implementation of the management tools
- Includes supplementary material: sn.pub/extras
Part of the book series: Management for Professionals (MANAGPROF)
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Table of contents (11 chapters)
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Front Matter
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Back Matter
About this book
Modern marketing managers need intuitive and effective tools not just for designing strategies but also for general management. This hands-on book introduces a range of contemporary management and marketing tools and concepts with a focus on forecasting, creating stimulating processes, and implementation. Topics addressed range from creating a clear vision, setting goals, and developing strategies, to implementing strategic analysis tools, consumer value models, budgeting, strategic and operational marketing plans. Special attention is paid to change management and digital transformation in the marketing landscape. Given its approach and content, the book offers a valuable asset for all professionals and advanced MBA students looking for ‘real-life’ tools and applications.
Keywords
- Market simulation strategies
- Analytical methods for marketing
- Market research methods
- Market segmentation strategy
- Implementing value-chain analysis
- Implementing gap analysis
- Creating customer journey maps
- Implementing Soring models
- Predictive analytics methods for marketing
- Design thinking in market research
Authors and Affiliations
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Berlin School of Economics and Law, Königswinter, Germany
Ralf T. Kreutzer
About the author
Bibliographic Information
Book Title: Toolbox for Marketing and Management
Book Subtitle: Creative Concepts, Forecasting Methods, and Analytical Instruments
Authors: Ralf T. Kreutzer
Series Title: Management for Professionals
DOI: https://doi.org/10.1007/978-3-030-13823-3
Publisher: Springer Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer Nature Switzerland AG 2019
Hardcover ISBN: 978-3-030-13822-6Published: 16 May 2019
eBook ISBN: 978-3-030-13823-3Published: 03 May 2019
Series ISSN: 2192-8096
Series E-ISSN: 2192-810X
Edition Number: 1
Number of Pages: XIX, 260
Number of Illustrations: 12 b/w illustrations, 104 illustrations in colour
Additional Information: Original German edition published by Springer Fachmedien Wiesbaden GmbH, Wiesbaden, Germany, 2018
Topics: Marketing, Statistics for Business, Management, Economics, Finance, Insurance, Business Strategy/Leadership