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OverviewModern 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. Full Product DetailsAuthor: Ralf T. KreutzerPublisher: Springer Nature Switzerland AG Imprint: Springer Nature Switzerland AG Edition: 1st ed. 2019 Dimensions: Width: 15.50cm , Height: 1.80cm , Length: 23.50cm Weight: 0.588kg ISBN: 9783030138226ISBN 10: 3030138224 Pages: 260 Publication Date: 16 May 2019 Audience: Professional and scholarly , Professional & Vocational Format: Hardback Publisher's Status: Active Availability: Manufactured on demand  We will order this item for you from a manufactured on demand supplier. Language: English Table of ContentsPresentations - 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.ReviewsAuthor InformationRalf 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. Tab Content 6Author Website:Countries AvailableAll regions |
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