Toolbox for Marketing and Management

Creative Concepts, Forecasting Methods, and Analytical Instruments

  • Ralf T. Kreutzer

Part of the Management for Professionals book series (MANAGPROF)

Table of contents

  1. Front Matter
    Pages i-xix
  2. Ralf T. Kreutzer
    Pages 1-31
  3. Ralf T. Kreutzer
    Pages 33-48
  4. Ralf T. Kreutzer
    Pages 49-87
  5. Ralf T. Kreutzer
    Pages 89-142
  6. Ralf T. Kreutzer
    Pages 143-156
  7. Ralf T. Kreutzer
    Pages 157-173
  8. Ralf T. Kreutzer
    Pages 195-220
  9. Ralf T. Kreutzer
    Pages 221-223
  10. Ralf T. Kreutzer
    Pages 225-229
  11. Ralf T. Kreutzer
    Pages 231-251
  12. Back Matter
    Pages 253-260

About this book


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.


Market simulation strategies Analytical methods for marketing Market research methods Market segmentation strategy Implementing value-chain analysis Implementing gap analysis Creating customer journey maps Implementing Soring models Predictive analytics methods for marketing Design thinking in market research

Authors and affiliations

  • Ralf T. Kreutzer
    • 1
  1. 1.Berlin School of Economics and LawKönigswinterGermany

Bibliographic information

  • DOI
  • Copyright Information Springer Nature Switzerland AG 2019
  • Publisher Name Springer, Cham
  • eBook Packages Business and Management
  • Print ISBN 978-3-030-13822-6
  • Online ISBN 978-3-030-13823-3
  • Series Print ISSN 2192-8096
  • Series Online ISSN 2192-810X
  • Buy this book on publisher's site