Toolbox for Marketing and Management (eBook)

Introductory Words 7
Contents 8
List of Abbreviations 11
List of Figures 12
1: Presentations: Conveyer Belt of Your Success 17
1.1 Meaning of Presentations for Personal Success 17
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1.2 Success Factors of Presentation Styles 20
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1.3 Success Factors of Presentation Content 29
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1.4 Success Factors of Respectful Communication 37
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References 47
2: Vision, Mission and Goals 48
2.1 Development of Vision and Mission 48
2.2 Definition of Goals 51
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2.3 Pyramid of Goals 58
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2.4 Balanced Scorecard 59
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References 63
3: Concepts for the Development of Strategies 64
3.1 Preliminary Remark: Variety of Strategic Concepts 64
3.2 Concept of Customer-Oriented Strategies 64
3.2.1 Market Field Strategy 65
3.2.2 Market Stimulation Strategy 68
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3.2.3 Market Segmentation Strategy 71
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3.2.4 Market Area Strategy 81
3.3 Canvas Concepts 83
3.4 Kano Concept 87
3.5 3 Horizons Framework 89
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3.6 Brand Management Concepts 94
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References 100
4: Tools for the Strategic Analysis 103
4.1 Preliminary Remark: Planning the Implementation of Analytical Tools 103
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4.2 PEST or PESTEL Analysis 111
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4.3 SWOT Analysis 113
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4.4 Scoring Model 128
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4.5 Portfolio Analysis 130
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4.6 Benchmarking 137
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4.7 Value Chain Analysis 141
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4.8 Gap Analysis 147
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4.9 Customer Journey Map 148
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4.10 Digital Maturity Analysis 151
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References 155
5: Forecasting Methods 157
5.1 Trend Extrapolation 157
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5.2 Scenario Analysis 159
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5.3 Analogy Forecast 161
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5.4 Delphi Method 162
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5.5 Predictive Analytics 164
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5.6 A/B Testing 166
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References 169
6: Customer Value Models 171
6.1 Fundamentals of the Customer Value Concept 171
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6.2 Methods to Determine Customer Value 174
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6.3 Net Promoter Score 184
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References 186
7: Methods to Create New Products, Services and Business Models 188
7.1 Brainstorming and Brainwriting 188
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7.2 Attribute Listing 189
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7.3 Design Thinking 190
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7.4 Lego Serious Play 197
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7.5 Mind Map 199
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7.6 World Café 202
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References 206
8: Innovative Project Management Tools 207
8.1 Scrum 207
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8.2 Lean Startup 223
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References 232
9: Budgeting Concepts 233
9.1 Percentage of Sales Method 233
9.2 Competitive Parity Method 233
9.3 All You Can Afford Method 234
9.4 Objective Task Method 234
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10: Strategic and Operational Marketing Plan 236
10.1 Creating a Strategic Marketing Plan 236
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10.2 Creating an Operational Marketing Plan 237
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References 240
11: Change Management Tools 241
11.1 Designing the Change Management Process 241
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11.2 Phases and Tools of the Change Management Process 244
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References 260
Index 262