Toolbox for Marketing and Management
Creative Concepts, Forecasting Methods, and Analytical Instruments
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Beschreibung
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.
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.
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
Autor*in
Ralf T. Kreutzer
Themen in »Toolbox for Marketing and Management«
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