Ralf T. Kreutzer

Practice-Oriented Marketing (eBook, PDF)

Basics - Instruments - Case Studies

• Format: PDF

Produktbeschreibung

This book introduces the fundamentals of marketing and is consistently oriented to the following guiding ideas:

• Ensuring a consistent transfer of theoretical approaches into practical implementations throughout all chapters.
• Integration of a variety of examples in order to make marketing directly comprehensible at all times.
• Clear presentation of goals, strategies, instruments and psychological explanations of marketing.

A marketing book that has been consistently developed with and for its target group.

The Author

Prof. Dr. Ralf T. Kreutzer is Professor of Marketing at the Berlin School of Economics and Law as well as 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.

This book is an adapted translation of the original German 6^th edition Praxisorientiertes Marketing by Ralf T. Kreutzer, published by Springer Fachmedien Wiesbaden GmbH, part of Springer Nature, in 2022. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). The present version has been revised primarily in terms of content by the author, so that the book will read stylistically differently from a conventional translation.

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Produktdetails

• Verlag: Springer Fachmedien Wiesbaden
• Seitenzahl: 541
• Erscheinungstermin: 8. März 2023
• Englisch
• ISBN-13: 9783658397173
• Artikelnr.: 67587575

Autorenporträt

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).

Inhaltsangabe

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.