Toolbox for Marketing and Management
Creative Concepts, Forecasting Methods, and Analytical Instruments
Authors: Kreutzer, Ralf T.
Free Preview- 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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- About this book
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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
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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)
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Presentations: Conveyer Belt of Your Success
Pages 1-31
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Vision, Mission and Goals
Pages 33-48
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Concepts for the Development of Strategies
Pages 49-87
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Tools for the Strategic Analysis
Pages 89-142
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Forecasting Methods
Pages 143-156
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Table of contents (11 chapters)
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Bibliographic Information
- Bibliographic Information
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- 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
- 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
- Topics
