Practice-Oriented Marketing

Beschreibung

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.

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 Vienna

The 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 Munich

The 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 Law

An 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 Marburg

Further 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 Hanover

Autor*in

Ralf T. Kreutzer

Themen in »Practice-Oriented Marketing«

Marketing Controlling Marketing Research Marketing Basics Marketing tools Marketing concept Marketing Organization Marketing Planning

Stimmen zu »Practice-Oriented Marketing«

"The most important basics presented in a sound and practical manner - a standard work."
Particularly noteworthy: "The successful mix of theory and practice." (Dr Thomas Heidemann, Attorney at Law, CMS Hasche Sigle, Duesseldorf)

 "Excellent combination of theory and practice with emphasis on practical applications. Ideally suited for group work." (Graduate economist Peter Reiser, Business & Media , Fresenius University of Applied Sciences, Cologne)

"In the now 5th edition of 'Praxisorientiertes Marketing' Ralf Kreutzer has again succeeded in setting the right priorities. He makes it convincingly clear that the proven basics in marketing are also valid in the online age. At the same time, this completely revised edition shows how strongly online topics have permeated the entire field of marketing. Many current examples and studies prove this and round off the work. Predict: especially worth reading!"  (Univ.-Prof. Dr. Dr. h. c. Wolfgang Fritz, Technical University of Braunschweig and University of Vienna)

"The 5th edition of the book 'Practice-Oriented Marketing' has been expanded to include important, current topics and also covers fields of online marketing. This adds to the strengths of the previous editions. 'Praxisorientiertes Marketing' is very clear, compact and at the same time theoretically sound. The clear language and the many current case studies motivate all readers to deal conceptually with the exciting practice of marketing." (Prof. Dr. Klaus Gutknecht, Professor of Retail, Service and E-Marketing, Munich University of Applied Sciences)

"With his book 'Praxisorientiertes Marketing' Ralf Kreutzer has written a marketing textbook that fulfils both the requirement of conveying sound theory and that of practical orientation. He leads the reader confidently and competently through the basics of marketing and always succeeds in presenting the subject matter in a lively manner and making it comprehensible with many examples. A well-structured, diverse, descriptive and very up-to-date book!" (Prof. Dr. Sabine Haller, Berlin School of Economics and Law)

"The book offers indispensable orientation in the ever faster changing everyday marketing. It provides implementation and practical know-how without getting lost in details. Every marketing student and marketer should master the contents. To produce the 5th edition in such a short time is proof of the extraordinarily high interest this work enjoys, and quite rightly so!" (Univ.-Prof. Dr. Michael Lingenfelder, Philipps-Universität Marburg)

"A great book for anyone who lives and breathes fascinating marketing: brilliantly clear structures, topicality and application relevance form a perfect symbiosis together with your own creativity. Excellent for successfully bringing new ideas to the world." (Dr. Astrid Martini, lecturer at Fresenius University in Munich)

"With the 5th edition, Kreutzer's textbook has now finally advanced to become aclassic of modern marketing. Theoretically extraordinarily well-founded, the book shines with its consistently convincing didactic and practice-oriented concept. Particularly impressive is Kreutzer's ability time and again to track down new, relevant developments in marketing and to consistently integrate them into his concept in order to make them accessible to a broad readership." (Prof. Dr. Christa Seja, Hannover University of Applied Sciences)

"Marketing learning with fun - the objective formulated in the preface by Kreutzer himself is actually consistently implemented: Concise language, convincing thought leadership, vivid examples and goal-oriented transfer carry form an almost ideal basis to open up the world of marketing. And always up to date, which concerns for example the challenges of online marketing. Therefore recommended for practitioners and students alike." (Univ.-Prof. Dr. Klaus-Peter Wiedmann, Professor of Marketing and Management and Director of the Institutefor Marketing & Management at Leibniz Universität Hannover)

"There is hardly a subject and research area that is changing and gaining in complexity as quickly as marketing; with an ever-growing number of new topics, tools and processes. The edition "Praxisorientiertes Marketing", completely revised in terms of content, succeeds convincingly in placing the many new concepts in a clearly structured context, separating important from unimportant developments and backing up really relevant keywords with necessary background and justifications. In sum, a must-read for all marketing professionals - not only as an informative reference work, but also as an inspiring source of inspiration for their own actions." (Prof. Dr. Wolfgang Merkle BiTS, Business and Information Technology School Hamburg, President Marketing Club Hamburg)

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