Toolbox for Marketing and Management

Creative Concepts, Forecasting Methods, and Analytical Instruments

Inbunden, Engelska, 2019

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Modern marketing managers need intuitive and effective tools not just for designing strategies but also for general management. 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.

Produktinformation

Utgivningsdatum2019-05-16
Mått155 x 235 x 22 mm
Vikt582 g
FormatInbunden
SpråkEngelska
SerieManagement for Professionals
Antal sidor260
FörlagSpringer Nature Switzerland AG
ISBN9783030138226

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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.