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

• Main Author: Kreutzer, Ralf T. (Author, http://id.loc.gov/vocabulary/relators/aut)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2019.
• Edition: 1st ed. 2019.
• Series: Management for Professionals,
• Subjects: Marketing.; Statistics .; Leadership.; Statistics for Business, Management, Economics, Finance, Insurance.; Business Strategy/Leadership.
• Physical Description: XIX, 260 p. 116 illus., 104 illus. in color. online resource.
• ISBN: 9783030138233
• ISSN: 2192-8096
• DOI: 10.1007/978-3-030-13823-3

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.