Toolbox for Marketing and Management: Creative Concepts, Forecasting Methods, and Analytical Instruments
by Ralf T. Kreutzer (Author)

About the Author
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.

About this book
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.

Brief contents
1. Presentations: Conveyer Belt of Your Success
2. Vision, Mission and Goals
3. Concepts for the Development of Strategies
4. Tools for the Strategic Analysis
5. Forecasting Methods
6. Customer Value Models
7. Methods to Create New Products, Services and Business Models
8. Innovative Project Management Tools
9. Budgeting Concepts
10. Strategic and Operational Marketing Plan
11. Change Management Tools

Series: Management for Professionals
Pages: 260 pages
Publisher: Springer; 1st ed. 2019 edition (June 29, 2019)
Language: English
ISBN-10: 3030138224
ISBN-13: 978-3030138226

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