Toolbox for Marketing and Management

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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.



Autorentext
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. 

Inhalt
Presentations - 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.

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Produktinformationen

Titel
Toolbox for Marketing and Management
Untertitel
Creative Concepts, Forecasting Methods, and Analytical Instruments
Autor
EAN
9783030138233
Format
E-Book (pdf)
Hersteller
Springer International Publishing
Genre
Wirtschaft
Veröffentlichung
03.05.2019
Digitaler Kopierschutz
Wasserzeichen
Dateigrösse
10.69 MB
Anzahl Seiten
260
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