Marketing and Management Models. A Guide to Understanding and Using Business Models

Modern business practice, especially in the field ofmarketing, depends on the integration of creative andanalytical thinking. One of the tools in this process isthe use of management models to guide business decisions.However, the inherent power of the models is onlyreleased when the people applying them have the abilityto gather relevant information and interpret the relationshipsbetween the variables in the model.This book examines the role of some of the most popularmanagement models and will help you determinewhen they should be applied. In addition, it suggestswhich models may be relevant and, more importantly,identifies the type of information needed to implementthem; and also reduces the complexity of these modelsthrough a logical and systematic approach. Models recognizethe impact of globalization, technology, systemsthinking, and the need for an integrated approach instrategicmarketing. You'll find new ones dealing withconsumer engagement, gamification, supply chain management,and cultural integration.If you're a student of business and marketing, a juniormarket researcher, or a manager responsible for the preparationof strategic analyses prior to problem-solving andplanning sessions, this book is for you!