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商品詳細
Toolbox for Marketing and Management : Creative Concepts, Forecasting Methods, and Analytical Instruments.
・ISBN 978-3-030-13822-6 hard EUR 69.99
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| 著者・編者 | Kreutzer, Ralf T, |
|---|---|
| シリーズ | Management for Professionals |
| 出版社 | (Springer, GW) |
| 出版年月 | 2019 |
| ページ数 | 205 pp. |
| 言語 | ENG |
| ニュース番号 | ＜651-L816 651-P1842＞ |
解説
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.