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Vision, Mission and Goals

In: Toolbox for Marketing and Management

Author

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  • Ralf T. Kreutzer

    (Berlin School of Economics and Law)

Abstract

In this chapter we provide you with relevant insights in the necessity of a vision, a mission and precise goals. We present relevant tools to develop and communicate these within an organisation. Two concepts to organise goals are presented here: the pyramid of goals and the balanced scorecard.

Suggested Citation

  • Ralf T. Kreutzer, 2019. "Vision, Mission and Goals," Management for Professionals, in: Toolbox for Marketing and Management, chapter 2, pages 33-48, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-13823-3_2
    DOI: 10.1007/978-3-030-13823-3_2
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