Practice-Oriented Online Marketing - Ralf T. Kreutzer

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Résumé :
People now spend a great deal of time online. Companies are following them onto the internet - both in B2B and B2C contexts. This book answers the most important questions related to this development and presents concrete solution concepts, success strategies, and numerous checklists - from designing a cross-channel customer journey to controlling and considering legal frameworks. It provides companies with the tools they need to manage their online marketing budgets effectively and efficiently. In the 5th edition, Ralf T. Kreutzer, together with new co-author Sonja Klose, has incorporated key innovations in the online world. These include: integration of current developments in the field of artificial intelligence across all relevant areas, revision and expansion of strategic options in online marketing, incorporation of current developments in online advertising, inclusion of new search engine optimization (SEO) concepts, and exploration of further aspects of email marketing. The 5th edition by Ralf T. Kreutzer and Sonja Klose impressively demonstrates how dynamically marketing is evolving. In addition to the new legal frameworks, the use of artificial intelligence in online marketing has also been comprehensively integrated. This makes the book an essential and up-to-date resource for both marketing students and professionals in the industry. A clear recommendation! - Martin Nitsche, President of the DDV (German Dialogue Marketing Association)...

Biographie:
Prof. Dr. Ralf T. Kreutzer has been Professor of Marketing at the HWR Berlin School of Economics and Law as well as Marketing and Management Consultant since 2005. 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, dialog marketing, CRM/customer loyalty systems, database marketing, online marketing, social media marketing, digital Darwinism, strategic and international marketing, artificial intelligence, and has advised a large number of companies in Germany and abroad on these topics. Professor Kreutzer is a founding member of the consulting firm Green Elephant Consulting (www.green-elephant.info), which specializes in making sustainability feasible for companies....

Sommaire:
Since 2005 Ralf T. Kreutzer has been a Professor of Marketing at Berlin School of Economics and Law. In addition, he is a marketing and management consultant, trainer and coach. He looks back at a career in various management positions at Bertelsmann, Volkswagen and Deutsche Post for more than 15 years. Professor Kreutzer is well known for considerable impulses on various topics related to marketing, dialogue marketing, CRM and loyalty programs, database marketing, online marketing, digital Darwinism, and strategic and international marketing. He advised many enterprises nationally and abroad and trained and coached managers at middle and top management level. Professor Kreutzer is a frequent keynote speaker at national and international conferences.