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2023 | Buch

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Practice-Oriented Marketing

Basics – Instruments – Case Studies

verfasst von: Ralf T. Kreutzer

Verlag: Springer Fachmedien Wiesbaden

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

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

New from the 6th edition

Newly 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.

Inhaltsverzeichnis

Frontmatter

1. General Basics of Marketing

Abstract

In this chapter, the reader learns to recognize marketing in its different forms, to trace the development of marketing, to distinguish between different marketing concepts, to identify marketing-relevant influencing factors, to know different categories of products and their relevance for marketing use, to apply terms to describe markets, to grasp market forms and their implications for marketing, to understand behavioural-scientific aspects of marketing and to take them into account when designing marketing campaigns, to confidently consider insights from neuro-marketing when designing marketing and to master differences between B2B and B2C marketing.

Ralf T. Kreutzer

2. Marketing Planning and Marketing Research

Abstract

In this chapter, the reader learns to understand the importance of planning for companies, to apply different planning concepts, to recognize the importance of strategic business units, to distinguish between strategic and operational planning in their contents and their maturities, and to confidently master cognitive goals, tasks, and methods of marketing analysis in the context of marketing research.

Ralf T. Kreutzer

3. Marketing Targets

Abstract

In this chapter, the reader learns to recognize the relevance of targets for marketing and beyond, to implement specific requirements for target formulation, to understand different target concepts in their meaning, to use the brand value chain as a target framework, to evaluate key performance indicators for different phases of the brand value chain with regard to their relevance, and to understand the meaning and structure of a balanced scorecard for the company and marketing.

Ralf T. Kreutzer

4. Marketing Strategy

Abstract

In this chapter, the reader learns to critically evaluate and apply different strategy concepts, to understand the design of competitive strategies, to develop customer-oriented strategies, and to explain and apply different concepts of market segmentation.

Ralf T. Kreutzer

5. Marketing Tools

Abstract

In this chapter, the five marketing tools of the marketing diamond are explained in detail and presented in a practical manner. These are: Product and programme policy, price and conditions policy, distribution policy, communication policy and personnel policy.

Ralf T. Kreutzer

6. Development of a Closed Marketing Concept

Abstract

In this chapter, the reader learns to understand the structure of a strategic and an operational marketing plan, to create a marketing plan independently and to assign specific marketing activities to the individual phases of the product life cycle.

Ralf T. Kreutzer

7. Marketing Controlling

Abstract

In this chapter, the reader learns to recognize the important role of marketing controlling, to distinguish between the tasks of strategic and operational marketing controlling, to recognize the relevance of marketing auditing and to use it in a goal-oriented manner, to master instruments of strategic and operational marketing controlling and to use methods of instrumental auditing.

Ralf T. Kreutzer

8. Marketing Organization

Abstract

In this chapter, the reader learns to recognize that there can be no such thing as “the” optimal form of organization, to distinguish between process organization and organizational structure, to understand which processes belong to the process organization, to distinguish between different concepts for designing the organizational structure, to apply different organizational structures, and to distinguish between different types of marketing organization.

Ralf T. Kreutzer

Backmatter

Titel: Practice-Oriented Marketing
verfasst von: Ralf T. Kreutzer
Verlag: Springer Fachmedien Wiesbaden
Electronic ISBN: 978-3-658-39717-3
Print ISBN: 978-3-658-39716-6
DOI: https://doi.org/10.1007/978-3-658-39717-3