Kreutzer Toolbox for Marketing and Management

Creative Concepts, Forecasting Methods, and Analytical Instruments
1. Auflage 2019
ISBN: 978-3-030-13823-3
Verlag: Springer International Publishing
Format: PDF
Kopierschutz: Wasserzeichen (»Systemvoraussetzungen)

E-Book, Englisch, 269 Seiten, eBook

Reihe: Management for Professionals

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.


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.

Zielgruppe

Professional/practitioner

Autoren/Hrsg.

Kreutzer, Ralf T.

Inhaltsverzeichnis

1;Introductory Words;7
2;Contents;8
3;List of Abbreviations;11
4;List of Figures;12
5;1: Presentations: Conveyer Belt of Your Success;17
5.1;1.1 Meaning of Presentations for Personal Success;17
5.1.1;Remember Box;18
5.1.2;Remember Box;18
5.1.3;Remember Box;19
5.1.4;Remember Box;19
5.1.5;Remember Box;20
5.1.6;Remember Box;20
5.2;1.2 Success Factors of Presentation Styles;20
5.2.1;Remember Box;21
5.2.2;Remember Box;23
5.2.3;Remember Box;24
5.2.4;Remember Box;25
5.2.5;Remember Box;26
5.2.6;Remember Box;27
5.2.7;Remember Box;27
5.2.8;Remember Box;28
5.3;1.3 Success Factors of Presentation Content;29
5.3.1;Remember Box;30
5.3.2;Remember Box;31
5.3.3;Remember Box;31
5.3.4;Remember Box;33
5.3.5;Remember Box;34
5.3.6;Remember Box;34
5.4;1.4 Success Factors of Respectful Communication;37
5.4.1;Remember Box;40
5.4.2;Remember Box;40
5.4.3;Remember Box;42
5.4.4;Remember Box;43
5.4.5;Remember Box;44
5.4.6;Remember Box;46
5.5;References;47
6;2: Vision, Mission and Goals;48
6.1;2.1 Development of Vision and Mission;48
6.2;2.2 Definition of Goals;51
6.2.1;Remember Box;52
6.2.2;Remember Box;52
6.2.3;Remember Box;52
6.2.4;Remember Box;55
6.3;2.3 Pyramid of Goals;58
6.3.1;Remember Box;59
6.4;2.4 Balanced Scorecard;59
6.4.1;Remember Box;60
6.4.2;Remember Box;61
6.4.3;Remember Box;61
6.5;References;63
7;3: Concepts for the Development of Strategies;64
7.1;3.1 Preliminary Remark: Variety of Strategic Concepts;64
7.2;3.2 Concept of Customer-Oriented Strategies;64
7.2.1;3.2.1 Market Field Strategy;65
7.2.2;3.2.2 Market Stimulation Strategy;68
7.2.2.1;Remember Box;71
7.2.3;3.2.3 Market Segmentation Strategy;71
7.2.3.1;Remember Box;73
7.2.3.2;Remember Box;79
7.2.3.3;Remember Box;80
7.2.4;3.2.4 Market Area Strategy;81
7.3;3.3 Canvas Concepts;83
7.4;3.4 Kano Concept;87
7.5;3.5 3 Horizons Framework;89
7.5.1;Remember Box;91
7.5.2;Remember Box;91
7.5.3;Remember Box;94
7.6;3.6 Brand Management Concepts;94
7.6.1;Remember Box;98
7.6.2;Remember Box;100
7.7;References;100
8;4: Tools for the Strategic Analysis;103
8.1;4.1 Preliminary Remark: Planning the Implementation of Analytical Tools;103
8.1.1;Remember Box;103
8.1.2;Remember Box;109
8.1.3;Remember Box;110
8.2;4.2 PEST or PESTEL Analysis;111
8.2.1;Remember Box;112
8.2.2;Remember Box;113
8.3;4.3 SWOT Analysis;113
8.3.1;Remember Box;114
8.3.2;Remember Box;115
8.3.3;Remember Box;115
8.3.4;Remember Box;116
8.3.5;Remember Box;118
8.3.6;Remember Box;119
8.3.7;Remember Box;121
8.3.8;Remember Box;122
8.3.9;Remember Box;123
8.3.10;Remember Box;127
8.4;4.4 Scoring Model;128
8.4.1;Remember Box;129
8.5;4.5 Portfolio Analysis;130
8.5.1;Remember Box;131
8.5.2;Remember Box;133
8.5.3;Remember Box;135
8.5.4;Remember Box;136
8.6;4.6 Benchmarking;137
8.6.1;Remember Box;138
8.6.2;Remember Box;138
8.7;4.7 Value Chain Analysis;141
8.7.1;Remember Box;145
8.7.2;Remember Box;146
8.8;4.8 Gap Analysis;147
8.8.1;Remember Box;148
8.9;4.9 Customer Journey Map;148
8.9.1;Remember Box;149
8.9.2;Remember Box;151
8.10;4.10 Digital Maturity Analysis;151
8.10.1;Remember Box;153
8.10.2;Remember Box;155
8.11;References;155
9;5: Forecasting Methods;157
9.1;5.1 Trend Extrapolation;157
9.1.1;Remember Box;157
9.1.2;Remember Box;158
9.2;5.2 Scenario Analysis;159
9.2.1;Remember Box;159
9.2.2;Remember Box;160
9.2.3;Remember Box;160
9.3;5.3 Analogy Forecast;161
9.3.1;Remember Box;161
9.3.2;Remember Box;162
9.4;5.4 Delphi Method;162
9.4.1;Remember Box;163
9.5;5.5 Predictive Analytics;164
9.5.1;Remember Box;165
9.5.2;Remember Box;166
9.6;5.6 A/B Testing;166
9.6.1;Remember Box;166
9.6.2;Remember Box;168
9.6.3;Remember Box;168
9.6.4;Remember Box;169
9.7;References;169
10;6: Customer Value Models;171
10.1;6.1 Fundamentals of the Customer Value Concept;171
10.1.1;Remember Box;172
10.1.2;Remember Box;172
10.1.3;Remember Box;173
10.2;6.2 Methods to Determine Customer Value;174
10.2.1;Remember Box;175
10.2.2;Remember Box;175
10.2.3;Remember Box;181
10.2.4;Remember Box;183
10.3;6.3 Net Promoter Score;184
10.3.1;Remember Box;185
10.4;References;186
11;7: Methods to Create New Products, Services and Business Models;188
11.1;7.1 Brainstorming and Brainwriting;188
11.1.1;Remember Box;189
11.1.2;Remember Box;189
11.2;7.2 Attribute Listing;189
11.2.1;Remember Box;190
11.3;7.3 Design Thinking;190
11.3.1;Remember Box;191
11.3.2;Remember Box;195
11.3.3;Remember Box;195
11.3.4;Remember Box;196
11.3.5;Remember Box;196
11.4;7.4 Lego Serious Play;197
11.4.1;Remember Box;197
11.5;7.5 Mind Map;199
11.5.1;Remember Box;201
11.5.2;Remember Box;201
11.6;7.6 World Café;202
11.6.1;Remember Box;202
11.6.2;Remember Box;202
11.6.3;Remember Box;204
11.6.4;Remember Box;204
11.6.5;Remember Box;205
11.7;References;206
12;8: Innovative Project Management Tools;207
12.1;8.1 Scrum;207
12.1.1;Remember Box;209
12.1.2;Remember Box;209
12.1.3;Remember Box;210
12.1.4;Remember Box;214
12.1.5;Remember Box;215
12.1.6;Remember Box;218
12.2;8.2 Lean Startup;223
12.2.1;Remember Box;223
12.2.2;Remember Box;225
12.2.3;Remember Box;225
12.2.4;Remember Box;226
12.2.5;Remember Box;227
12.2.6;Remember Box;227
12.2.7;Remember Box;229
12.2.8;Remember Box;231
12.2.9;Remember Box;231
12.3;References;232
13;9: Budgeting Concepts;233
13.1;9.1 Percentage of Sales Method;233
13.2;9.2 Competitive Parity Method;233
13.3;9.3 All You Can Afford Method;234
13.4;9.4 Objective Task Method;234
13.4.1;Remember Box;235
14;10: Strategic and Operational Marketing Plan;236
14.1;10.1 Creating a Strategic Marketing Plan;236
14.1.1;Remember Box;237
14.2;10.2 Creating an Operational Marketing Plan;237
14.2.1;Remember Box;240
14.3;References;240
15;11: Change Management Tools;241
15.1;11.1 Designing the Change Management Process;241
15.1.1;Remember Box;242
15.1.2;Remember Box;242
15.1.3;Remember Box;243
15.1.4;Remember Box;244
15.2;11.2 Phases and Tools of the Change Management Process;244
15.2.1;Remember Box;247
15.2.2;Remember Box;247
15.2.3;Remember Box;250
15.2.4;Remember Box;251
15.2.5;Remember Box;254
15.2.6;Remember Box;255
15.2.7;Remember Box;255
15.2.8;Remember Box;256
15.2.9;Remember Box;256
15.2.10;Remember Box;259
15.3;References;260
16;Index;262

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.

Über Autor(innen)

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.