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Planning, Forecasting and Monitoring Growth

In: Brand Growth Barriers

Author

Listed:
  • Ralph Krüger

    (AMC GmbH & Co.KG)

  • Andreas Stumpf

    (AMC GmbH & Co.KG)

Abstract

To complete the process of comprehensive growth-oriented brand management, this chapter deals with the unanswered questions addressed in Chap. 3 – how to develop your marketing and sales plan, calculate your return on marketing investment and monitor success. It also presents checklists and questions for successful use of the BGB model.

Suggested Citation

  • Ralph Krüger & Andreas Stumpf, 2013. "Planning, Forecasting and Monitoring Growth," Management for Professionals, in: Brand Growth Barriers, edition 127, chapter 0, pages 109-118, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-642-37108-0_6
    DOI: 10.1007/978-3-642-37108-0_6
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