Toolbox für Marketing und Management

This book presents the most important tools for marketing and management in a compact format. This allows interested users to quickly find and recognize which tools will best assist them in tackling their tasks. Additionally, the author highlights the increasingly important success factors of communication and clearly explains what is essential for a convincing presentation today.

In the second edition, all chapters have been revised and updated. The topic of artificial intelligence is comprehensively addressed. New subchapters cover the following topics: Four-ear Listening, tips for literature research, OKR concept, ecological balance, not-to-do list, customer-company expectation matrix, Technology Acceptance Model, analysis of digital business performance, cohort analysis, resilience analysis, AI maturity analysis, coopetition, hedgehog concept, jobs-to-be-done concept, Eisenhower matrix, stakeholder onion model, zero-base budgeting, Kanban concept, storytelling, and the house of digital transformation.

“Management Tool Time with Ralf T. Kreutzer: The thought leader in marketing demonstrates how specific activities in management practice can be supported with suitable tools. A book for people who need to get the job done.”
Prof. Dr. Holger Lütters, HTW, Berlin

“The book offers a compact and highly applicable guide for central decision-making areas in marketing and management. The individual tools are carefully selected and explained in a clear and understandable manner. This allows interested users to assemble a personalized toolbox for successful action at any time.”
Prof. Dr. Martina Peuser, Leibniz University of Applied Sciences, Hannover

“In this book, you will find everything well-prepared that you need for daily strategic and operational work and processes, from creative idea generation to business planning and go-to-market strategies.”
Niels Trapp.