Practice-Oriented Marketing : Basics – Instruments – Case Studies

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-Universitat 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, Wurzburg-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.