Toolbox for Marketing and Management

Creative Concepts, Forecasting Methods, and Analytical Instruments

AvRalf T. Kreutzer

Inbunden, Engelska, 2019

Del i serien Management for Professionals

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Beskrivning

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.

Produktinformation

Utgivningsdatum:2019-05-16
Mått:155 x 235 x 22 mm
Vikt:582 g
Format:Inbunden
Språk:Engelska
Serie:Management for Professionals
Antal sidor:260
Förlag:Springer Nature Switzerland AG
ISBN:9783030138226

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Mer om författaren

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.

Innehållsförteckning

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.