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Management for Professionals

Toolbox for Marketing and Management

Creative Concepts, Forecasting Methods, and Analytical Instruments

Authors: Kreutzer, Ralf T.

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  • 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
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eBook 41,64 €
price for India (gross)
  • ISBN 978-3-030-13823-3
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 64,99 €
price for India (gross)
  • ISBN 978-3-030-13822-6
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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.


About the authors

Ralf T. Kreutzer is a Professor of Marketing at the Berlin School of Economics and Law (Berlin, Germany). He was previously a Bertelsmann manager, and later the managing director at Volkswagen and Deutsche Post/DHL. He is also an active consultant, coach and trainer. Apart from research publications, he has published more than 35 books including many from Springer. Among his latest books is the popular "Digital Darwinism" (Springer, 2015) co-authored with Karl-Heinz Land. 

Table of contents (11 chapters)

Table of contents (11 chapters)

Buy this book

eBook 41,64 €
price for India (gross)
  • ISBN 978-3-030-13823-3
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 64,99 €
price for India (gross)
  • ISBN 978-3-030-13822-6
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Toolbox for Marketing and Management
Book Subtitle
Creative Concepts, Forecasting Methods, and Analytical Instruments
Authors
Series Title
Management for Professionals
Copyright
2019
Publisher
Springer International Publishing
Copyright Holder
Springer Nature Switzerland AG
eBook ISBN
978-3-030-13823-3
DOI
10.1007/978-3-030-13823-3
Hardcover ISBN
978-3-030-13822-6
Series ISSN
2192-8096
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
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