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2019 | Buch

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Toolbox for Marketing and Management

Creative Concepts, Forecasting Methods, and Analytical Instruments

verfasst von: Ralf T. Kreutzer

Verlag: Springer International Publishing

Buchreihe : Management for Professionals

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

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.

Inhaltsverzeichnis

Frontmatter

1. Presentations: Conveyer Belt of Your Success

Abstract

In this chapter we discuss the key success factors for a convincing presentation. We start with the discussion why presentations are so important for your personal career and continue with the relevant aspects to develop an impressive presentation style and content. In addition we present interesting ways to develop a respectful communication.

Ralf T. Kreutzer

2. Vision, Mission and Goals

Abstract

In this chapter we provide you with relevant insights in the necessity of a vision, a mission and precise goals. We present relevant tools to develop and communicate these within an organisation. Two concepts to organise goals are presented here: the pyramid of goals and the balanced scorecard.

Ralf T. Kreutzer

3. Concepts for the Development of Strategies

Abstract

In this chapter we present a convincing concept of marketing strategies: the customer-oriented strategy. With the market field strategy, the market stimulation strategy, the market segmentation strategy and the market area strategy, you can critically analyse every business strategy. With this concept you can also check and further develop the business strategy of your company. In addition we present different canvas concepts which help you to develop strategies in a very convincing way. The Kano concept helps you to define relevant strategic elements. The 3 horizons framework guides your attention to the necessary ambidexterity—the necessity to support your existing business and to develop field for future growth at the same time. Important concepts to develop a brand in the digital age are discussed as well.

Ralf T. Kreutzer

4. Tools for the Strategic Analysis

Abstract

In this chapter we present a wide range of convincing instruments for the analysis. We start with the PEST or PESTEL analysis to get a better understanding of the relevant challenges of the macroenvironment. The powerful tool SWOT analysis is discussed as well. Here you will see how Porter’s classic 5 Forces analysis can be integrated in the SWOT frame. In addition the very flexible concepts of the scoring model as well as the portfolio analysis are presented. You will see how to use benchmarking and the value chain analysis to further improve the performance of your company. The customer journey map shows you where you can intervene to generate an outstanding customer experience. The digital maturity analysis helps you to identify the status quo of your digital transformation—and show the important fields of action.

Ralf T. Kreutzer

5. Forecasting Methods

Abstract

In this chapter, we present the most important forecasting methods. We start with the—often used but outdated approach—trend extrapolation. The scenario analysis as well as the analogy forecast and the Delphi methods can deliver much more reliable information. In addition, we show you how to use the A/B testing.

Ralf T. Kreutzer

6. Customer Value Models

Abstract

In this chapter, we discuss the relevance of customer value models. Too many companies have no specific insights in the value of their customers. To improve this situation, we explain the relevance of the customer value and explain how you can create your own customer value model. Additional insights are presented to learn how you can measure the impact of social influencers.

Ralf T. Kreutzer

7. Methods to Create New Products, Services and Business Models

Abstract

In this chapter, we support you with the most powerful to boost creativity. We start with classical concepts like brainstorming and brainwriting as well as attribute listing. Then we show you how to use design thinking, Lego Serious Play and mind map to stimulate creativity. World Café is a perfect way for creative work in larger groups.

Ralf T. Kreutzer

8. Innovative Project Management Tools

Abstract

In this chapter we make you familiar with the relevant concepts of agile management. We start with Scrum and show you the insights of lean startup as well. After reading this chapter, you can use these tools within your organisation—making it more agile!

Ralf T. Kreutzer

9. Budgeting Concepts

Abstract

In this chapter we present relevant budgeting concepts. You will learn that only a target-oriented approach offers the possibility to link budget and achievements in a convincing way.

Ralf T. Kreutzer

10. Strategic and Operational Marketing Plan

Abstract

In this chapter you see how you can design a strategic and an operational marketing plan. We provide you with relevant template to develop your own convincing marketing plans. You will see that you need the results of several tools to develop these plans.

Ralf T. Kreutzer

11. Change Management Tools

Abstract

In this chapter you will see how to manage change processes in organisations. In the digital age, every company has to go through a more or less comprehensive change process. You will become familiar with relevant aspects of this change process. In addition we present a set of valuable tools to manage the change process successfully.

Ralf T. Kreutzer

Backmatter

Titel: Toolbox for Marketing and Management
verfasst von: Ralf T. Kreutzer
Verlag: Springer International Publishing
Electronic ISBN: 978-3-030-13823-3
Print ISBN: 978-3-030-13822-6
DOI: https://doi.org/10.1007/978-3-030-13823-3