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.