Toolbox for Marketing and Management: Creative Concepts, Forecasting Methods, and Analytical Instruments

by Kreutzer, Ralf T.

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Title Statements

Full title :Toolbox for Marketing and Management : Creative Concepts, Forecasting Methods, and Analytical Instruments / by Ralf T. Kreutzer.

Summary

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.

Edition Statements

Publication Date:2019.

Publication Statements

Publisher(s):Imprint: Springer, Springer International Publishing
Place of Publication:Cham
Language:eng
Publication Date:2019.

The Physical Object

Description:1 online resource.

Edition Identifiers

ISBN:9783030138233, 3030138232
oclc:on1314794083
LC Classification:HF5410-5417.5
Dewey Decimal:658.8

Presentations -- Conveyer Belt of Your Success -- Vision -- Mission -- Goals -- Concepts for the Development of Strategies -- Strategic Analysis Tools -- Forecasting Methods -- Customer Value Models -- Creative Methods -- Innovative Project Management Tools -- Budgeting Concepts -- Strategic and Operational Marketing Plan -- Change Management Tools.