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

:	Ralf T. Kreutzer
:	Toolbox for Marketing and Management Creative Concepts, Forecasting Methods, and Analytical Instruments
:	Springer-Verlag
:	9783030138233
:	1
:	CHF 66.50
:

:	Werbung, Marketing
:	English

:	269
:	Wasserzeichen/DRM
:	PC/MAC/eReader/Tablet
:	PDF

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.

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.

	Introductory Words	7
	Contents	8
	List of Abbreviations	11
	List of Figures	12
	1: Presentations: Conveyer Belt of Your Success	17
	1.1 Meaning of Presentations for Personal Success	17
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	1.2 Success Factors of Presentation Styles	20
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	1.3 Success Factors of Presentation Content	29
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	1.4 Success Factors of Respectful Communication	37
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	References	47
	2: Vision, Mission and Goals	48
	2.1 Development of Vision and Mission	48
	2.2 Definition of Goals	51
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	2.3 Pyramid of Goals	58
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	2.4 Balanced Scorecard	59
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	References	63
	3: Concepts for the Development of Strategies	64
	3.1 Preliminary Remark: Variety of Strategic Concepts	64
	3.2 Concept of Customer-Oriented Strategies	64
	3.2.1 Market Field Strategy	65
	3.2.2 Market Stimulation Strategy	68
	Remember Box	71
	3.2.3 Market Segmentation Strategy	71
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	3.2.4 Market Area Strategy	81
	3.3 Canvas Concepts	83
	3.4 Kano Concept	87
	3.5 3 Horizons Framework	89
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	3.6 Brand Management Concepts	94
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	References	100
	4: Tools for the Strategic Analysis	103
	4.1 Preliminary Remark: Planning the Implementation of Analytical Tools	103
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	4.2 PEST or PESTEL Analysis	111
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	4.3 SWOT Analysis	113
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	4.4 Scoring Model	128
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	4.5 Portfolio Analysis	130
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	4.6 Benchmarking	137
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	4.7 Value Chain Analysis	141
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	4.8 Gap Analysis	147
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	4.9 Customer Journey Map	148
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	4.10 Digital Maturity Analysis	151
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	References	155
	5: Forecasting Methods	157
	5.1 Trend Extrapolation	157
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	5.2 Scenario Analysis	159
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	5.3 Analogy Forecast	161
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	5.4 Delphi Method	162
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	5.5 Predictive Analytics	164
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	5.6 A/B Testing	166
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	References	169
	6: Customer Value Models	171
	6.1 Fundamentals of the Customer Value Concept	171
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	6.2 Methods to Determine Customer Value	174
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	6.3 Net Promoter Score	184
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