Practice-Oriented Marketing

Basics - Instruments - Case Studies
1. Auflage 2023
ISBN: 978-3-658-39716-6
Verlag: Springer

Buch, Englisch, 541 Seiten, Book, Format (B × H): 168 mm x 240 mm, Gewicht: 947 g

Ralf Kreutzer has once again succeeded in setting the right priorities. He makes it convincingly clear that the proven basics in marketing are also valid in the online and digital age. Predict: especially worth reading!Prof. Dr. Dr. h. c. Wolfgang Fritz, Technical University of Braunschweig and University of ViennaThe 6th edition has been extensively revised and supplemented with important, current topics of online marketing and digitalization. This further enhances the strengths of the previous editions. Prof. Dr. Klaus Gutknecht, University of Applied Sciences MunichThe author encourages critical thinking about the content presented through the use of "mnemonic boxes" and "food for thought". Very good!Prof. Dr. Sabine Haller, Berlin School of Economics and LawAn indispensable orientation in the ever faster changing everyday marketing. The book provides implementation and practical know-how without getting lost in details. Univ.-Prof. Dr. Michael Lingenfelder, Philipps-Universität MarburgFurther proof of Ralf T. Kreutzer's special expertise in marketing, his great passion for conveying knowledge in the best possible way and his special ability to identify the truly relevant topics.Prof. Dr. Wolfgang Merkle, UE - University of Europe for Applied Sciences, President Marketing Club Hamburg Particularly noteworthy is the expansion of the classic marketing mix to include the fifth P for personnel. Because in the end, it is still the employees who make good marketing! Prof. Dr. Karsten Kilian, Würzburg-Schweinfurt University of Applied Sciences and Markenlexikon.com Concise language, convincing thought leadership, clear examples and goal-oriented transfer questions form an almost ideal basis for opening up the world of marketing. Univ.-Prof. Dr. Klaus-Peter Wiedmann, Leibniz University HanoverNew from the 6th editionNewly added are chapters on the topics of the customer journey map, special market research concepts and special forms of static price and condition design. Additional material is available via app: Download the Springer Nature Flashcards app and use exclusive content to test your knowledge.

Zielgruppe

Upper undergraduate

Autoren/Hrsg.

Kreutzer, Ralf T.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

General principles of marketing.- Marketing planning and marketing research.- Marketing goals.- Marketing strategy.- Marketing instruments.- Development of a cohesive marketing concept.- Marketing controlling.- Marketing organization.

Über Autor(innen)

Prof. Dr. Ralf T. Kreutzer has been Professor of Marketing at the Berlin School of Economics and Law since 2005 and is also a marketing and management consultant, trainer and coach. He spent 15 years in various management positions at Bertelsmann, Volkswagen and Deutsche Post before being appointed Professor of Marketing in 2005. 

Through regular publications and lectures, Prof. Kreutzer has provided significant impetus on various topics relating to marketing, dialogue marketing, CRM/customer loyalty systems, database marketing, online marketing, digital Darwinism, dematerialisation, digital transformation, change management, strategic and international marketing, and has advised a large number of companies in Germany and abroad on these topics and trained and coached managers at middle and top management level. Prof. Kreutzer is a sought-after keynote speaker at national and international conferences. His most recent book publications are "Die neue Macht des Marketing" (2008, together with Wolfgang Merkle), "Praxisorientiertes Dialog-Marketing" (2009), "Praxisorientiertes Online Marketing" (2. Auflage, 2014), "B2B-Online-Marketing und Social Media (2015, together with Andrea Rumler and Benjamin Wille-Baumkauff), "Dematerialisierung - Die Neuverteilung der Welt" (2015, together with Karl-Heinz Land), "Digital Darwinism - Branding and Business Models in Jeopardy" (2015, together with Karl-Heinz Land), "Digitaler Darwinismus - der stille Angriff auf Ihr Geschäftsmodell und Ihre Marke" (2nd. Auflage, 2016, together with Karl-Heinz Land), "Online-Marketing - Studienwissen kompakt (2016), "Kundenbeziehungsmanagement in digitalen Zeitalter" (2016), "Digital Business Leadership - Digitale Transformation - Geschäftsmodell-Innovation - agile Organisation - Change-Management" (2017, together with Tim Neugebauer and Annette Pattloch) and "Digitale Markenführung" (2017, together with Karl-Heinz Land).