Marketing and management models : a guide to understanding and using business models / Helen Strong

Includes bibliographical references and index

Modern business practice, especially in the field of marketing, depends on the integration of creative and analytical thinking. One of the tools in this process is the use of management models to guide business decisions. However the inherent power of the models is only released when the people applying them have the ability to gather relevant information and interpret the relationships between the variables in the model. This book examines the role of some of the most popular management models. It helps the reader appreciate when they should be applied; it suggests which models may be relevant; and, importantly, identifies the type of information needed to implement them. Marketing and Management Models: A Guide to Understanding and Using Business Models reduces the complexity of management models through a logical and systematic approach. Models recognize the impact of globalization, technology, systems thinking, and the need for an integrated approach in strategic marketing. The reader will find new models dealing with consumer engagement, gamification, supply chain management, and cultural integration. The contents will be of particular assistance to students of business and marketing qualifications who have not yet had working experience; and junior market researchers and managers responsible for the preparation of strategic analyses prior to problem-solving and planning sessions