Concepts for the Development of Strategies

Ralf T. Kreutzer
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Ralf T. Kreutzer: Berlin School of Economics and Law

Chapter 3 in Toolbox for Marketing and Management, 2019, pp 49-87 from Springer

Abstract: Abstract In this chapter we present a convincing concept of marketing strategies: the customer-oriented strategy. With the market field strategy, the market stimulation strategy, the market segmentation strategy and the market area strategy, you can critically analyse every business strategy. With this concept you can also check and further develop the business strategy of your company. In addition we present different canvas concepts which help you to develop strategies in a very convincing way. The Kano concept helps you to define relevant strategic elements. The 3 horizons framework guides your attention to the necessary ambidexterity—the necessity to support your existing business and to develop field for future growth at the same time. Important concepts to develop a brand in the digital age are discussed as well.

Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-13823-3_3

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DOI: 10.1007/978-3-030-13823-3_3

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