Toolbox for Marketing and Management

Creative Concepts, Forecasting Methods, and Analytical Instruments

Ralf T. Kreutzer

PDF
ca. 67,82
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Springer International Publishing img Link Publisher

Sozialwissenschaften, Recht, Wirtschaft / Werbung, Marketing

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.


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Kundenbewertungen

Schlagwörter

Market research methods, Design thinking in market research, Implementing gap analysis, Implementing Soring models, Predictive analytics methods for marketing, Creating customer journey maps, Analytical methods for marketing, Market simulation strategies, Market segmentation strategy, Implementing value-chain analysis