Toolbox for Marketing and Management Creative Concepts, Forecasting
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,
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Ralf T. Kreutzer
Toolbox for Marketing and Management Creative Concepts, Forecasting Methods, and Analytical Instruments
Management for Professionals
More information about this series at http://www.springer.com/series/10101
Ralf T. Kreutzer
Toolbox for Marketing and Management Creative Concepts, Forecasting Methods, and Analytical Instruments
Ralf T. Kreutzer Berlin School of Economics and Law Königswinter, Germany
ISSN 2192-8096 ISSN 2192-810X (electronic) Management for Professionals ISBN 978-3-030-13822-6 ISBN 978-3-030-13823-3 (eBook) https://doi.org/10.1007/978-3-030-13823-3 # Springer Nature Switzerland AG 2019 Original German edition published by Springer Fachmedien Wiesbaden GmbH, Wiesbaden, Germany, 2018 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Springer imprint is published by the registered company Springer Nature Switzerland AG. The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
The main idea Simplify! Simplify! Simplify!
Introductory Words
Dear Reader, The first heading should already indicate one thing: Clarity! By now this is one of the most important concepts in management and life for me, besides valuing our interactions with one another! This book is intended to help you become (even more) successful in marketing and management. Keeping it short and sweet, I will present helpful tools that support your work and how they should be implemented. When coaching and consulting, as well as in training and lectures, I realise time and again how uncertain people are when it comes to the goal-oriented implementation of different tools. This creates a problem which Paul Watzlawick has expressed so nicely: Those who only have one hammer as a tool see only one nail in every problem.
Therefore, I would like to introduce you to many different tools, thereby ideally providing the perfect tool for every proble
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