Practice-Oriented Marketing PDF Download
Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download Practice-Oriented Marketing PDF full book. Access full book title Practice-Oriented Marketing by Ralf T. Kreutzer. Download full books in PDF and EPUB format.
Author: Ralf T. Kreutzer
Publisher: Springer Nature
ISBN: 3658397179
Category : Business & Economics
Languages : en
Pages : 564
Get Book
Book Description
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.
Author: Ralf T. Kreutzer
Publisher: Springer Nature
ISBN: 3658397179
Category : Business & Economics
Languages : en
Pages : 564
Get Book
Book Description
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.
Author: Tevfik Dalgic
Publisher: Business Expert Press
ISBN: 1606495216
Category : Business & Economics
Languages : en
Pages : 174
Get Book
Book Description
What is customer orientation? And how does it fit in your idea of a good marketing strategy? This book can help you understand more about the relationships, applications, and steps to take to drive continuous relationships with customers to aid in the process of defining and implementing niche strategies, international marketing efforts, and electronic commerce. Inside, the authors start with classic marketing concepts and then review important developments and research of the latest findings (both from the theoretical and applied points of view) to present specific examples, methodologies, policy measures, and strategies that can be implemented to increase and perfect customer satisfaction. Both manufacturing and service businesses are addressed, and the results will give you a combination of the major studies in this specific field of marketing and strategy to offer a comprehensive strategic tool for decision makers in organizations.
Author: Ralf T. Kreutzer
Publisher:
ISBN: 9783658397180
Category :
Languages : en
Pages : 0
Get Book
Book Description
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 6th 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.
Author: Svend Hollensen
Publisher: Independently Published
ISBN:
Category :
Languages : en
Pages : 170
Get Book
Book Description
International Marketing: Principles and Practice. A management-oriented approach This innovative book provides a comprehensive introduction to international marketing and strategic marketing management. The book offers a clear and easy-to-understand overview of the latest developments in international marketing - in all aspects. The most important theoretical aspects are explained in an easily accessible way to facilitate the transfer of this knowledge into real decision-making situations. In addition, the book not only integrates all relevant aspects of international strategic and operative marketing, but also structures them using the international marketing management process in such a way that both students and practitioners get a comprehensive and holistic overview of how everything fits together. Consequently, this textbook sets a new benchmark for achievement in international marketing and strategic marketing management guides. 'The dynamic and global competitive landscape requires marketing professionals who have a thorough knowledge of global marketing principles coupled with strong creative skills. This book provides excellent coverage of these principles and serves as a great resource for international marketing students and young professionals everywhere.' Christoph Schweizer, Managing Director, TraveKom GmbH 'This exciting textbook provides a concise introduction to the theory and practice of international marketing in the 21st century. It is systematically structured according to the international marketing management process and written in a clear, lively and practical style. Highly recommended to international marketing students, educators and global marketing managers everywhere.' Prof. Dr. Christian Scheiner, Director of the Institute for Entrepreneurship and Business Development, University of Lübeck The authors Svend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark. He is the author of globally published textbooks and several articles in well-recognised journals. Svend Hollensen has also worked as a consultant for several multinational companies, as well as global organizations like the World Bank. Marc Opresnik is a Distinguished Professor of Marketing at the Technische Hochschule Lübeck as well as a Member of the Board of Directors at SGMI Management Institute St. Gallen and TEDx Speaker. He is Chief Research Officer at Kotler Impact Inc. and a global co-author of marketing legend Philip Kotler. With his many years of international experience, Marc Opresnik is one of the world's most renowned marketing, management and negotiation experts.
Author: Mark Jeffery
Publisher: John Wiley & Sons
ISBN: 0470504544
Category : Business & Economics
Languages : en
Pages : 325
Get Book
Book Description
NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION How organizations can deliver significant performance gains through strategic investment in marketing In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing. Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization In-depth discussion of the fifteen key metrics every marketer should know Based on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending In-depth examples of how to apply the principles in small and large organizations Free downloadable ROMI templates for all examples given in the book With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time.
Author: Kamran Kashani
Publisher: John Wiley & Sons
ISBN: 0470015446
Category : Business & Economics
Languages : en
Pages : 324
Get Book
Book Description
This book aims to be what every marketing manager needs to know about marketing in today?s competitive markets. The idea was born out of repeated comments from IMD clients that there were gaps in the ?classic? literature where innovations in practice had moved ahead of the discipline at an academic level. Each chapter takes a subject that can be defined as being new or relatively new (for instance value chain marketing, marketing through collaboration with customers, and two-way brand building) and illustrates how new thinking has led to innovations in practice. The book is full of examples of real-world companies who have dealt effectively with the emerging issues, and others who have not. Each chapter ends with managerial highlights and actionable summaries.
Author: Rudolf Beger
Publisher: Springer
ISBN: 9811304025
Category : Business & Economics
Languages : en
Pages : 677
Get Book
Book Description
This book serves as an easy-to-read, up-to-date practical guide on professional corporate communication. The key market for this book is the Asia-Pacific region, mainly because there is a gap in know-how in corporate communication among many industry sectors. In addition, at present, one cannot find a lot of educational literature about corporate communication in the market. Therefore, this guidebook closes that gap. In Asia, companies are starting to realize the importance of corporate communication in all areas (external and internal corporate communication, crisis communication (Example: TEPCO) and political communication / government relations / lobbying). This is triggered not only by the recent high profile and success of targeted (political) communication in the USA, but also by the notorious export-orientation of many Asian companies and their increasingly multi-national orientation (fostered by M&A and foreign investments). In addition, the increasing importance of online communication and digital/social media is an important reason why existing guidebooks on corporate communication have to be reassessed and modernized. This book focuses on all major aspects of modern corporate communication, including online / digital communication, and covers new developments, such as “fake news”, “post-truths”, “political correctness”, “the art of bridging” and other new phenomena in the world of (corporate) communication. Simple cartoon-style drawings supplement the text in order to facilitate reading and learning. Corporate communication professional, as well as students and professors in business/management programs, will be given tools to effectively and successfully plan and implement corporate communication strategies and tactics in all major areas.
Author: Svend Hollensen
Publisher: Opresnik Management Guides
ISBN: 9781720275244
Category : Business & Economics
Languages : en
Pages : 276
Get Book
Book Description
'Marketing: Principles and Practice' is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses. The aim of this book is to deal with marketing in such a way that covers as few pages and is as accessible as possible, while communicating the fundamental, most important theoretical aspects and facilitating the transfer of this knowledge to real-life decision situations. In addition, the book not only integrates all relevant aspects of both strategic and operational marketing but also structures them in such a way, that both practitioners and students acquire a comprehensive and holistic overview, how it all fits together. Consequently, this textbook concentrates on the essential marketing know-how for both, practitioners and students. 'The dynamic and global competitive landscape requires marketing professionals who have a thorough knowledge of marketing principles coupled with strong creative skills. This book provides excellent coverage of these principles and serves as a great resource for marketing students and young professionals everywhere.' Christoph Schweizer, President Corporate Strategy & Business Development, Drägerwerk AG & Co. KGaA 'Marketing: Principles and Practice is an exciting textbook that provides a concise introduction to the theory and practice of Marketing in the 21st century organized around an innovative customer relationship perspective. Perfectly suited to students of one semester marketing courses, this invaluable source of knowledge presents a solid grounding in the fundamentals of contemporary marketing, in a clear, lively, practical and straightforward style. Highly recommended to marketing students, educators and marketing managers everywhere.' Prof. Dr. Marko Sarstedt, Chair of Marketing, Otto-von-Guericke-Universität Magdeburg, Germany The authors Svend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark. He is the author of globally published textbooks and several articles in well-recognised journals. Svend Hollensen has also worked as a consultant for several multinational companies, as well as global organizations like the World Bank. Marc Opresnik is a distinguished Professor of Marketing at the Technische Hochschule Lübeck and Member of the Board of Directors at SGMI Management Institute St. Gallen. He is Chief Research Officer at Kotler Impact Inc. and a global co-author of marketing legend Philip Kotler. With his many years of international experience, Marc Opresnik is one of the world's most renowned marketing, management and negotiation experts.
Author: William Winston
Publisher: Routledge
ISBN: 1136590331
Category : Business & Economics
Languages : en
Pages : 452
Get Book
Book Description
Environmental Marketing: Strategies, Practice, Theory, and Research is a timely resource for the 1990s. It examines a broad range of issues that affect environmental behavior while providing materials and guidance to marketing decisionmakers. It will guide your organization toward a decidedly “green” marketing movement, toward marketing concepts and tools that not only serve your organization's objectives but preserve and protect the environment as well. Environmental Marketing clearly defines the potential roles of organizations, consumers, and governments and examines how these groups impact environmental factors through the marketing process. The book helps you understand alternative perspectives to green marketing issues and, in turn, enables you to make clearer, more conscious decisions toward improving your environmental marketing performance. This resourceful text begins by defining the concept of environmental or “green” marketing and how the idea of a healthy planet and successful marketing strategies can co-exist. It discusses the consumer's behavior toward environmental products and how marketers can effectively educate them, the guidelines involved in doing so, and the consequences of failing to do so. The marketer's position on environmental changes in industry is examined along with alternatives for striking a balance between marketing objectives and environmental concerns. Finally, the book discusses the global response to environmental marketing and where multi-national organizations belong within this balance. Environmental Marketing is a book for all managers involved in decisions impacting the environment. It is also of great interest to public policymakers and academics who wish for quick insight into environmental marketing issues.
Author: Gábor Rekettye
Publisher: Transnational Press London
ISBN: 191299724X
Category : Business & Economics
Languages : en
Pages : 260
Get Book
Book Description
Value Creation 4.0 is a marketing guide to the age of the fourth industrial revolution (‘Industry 4.0’). This title draws attention to the situation which poses new challenges and risks for the whole of humanity. The book takes an essentially practice-oriented approach. The book intends to highlight the importance of the topic, define its conceptual framework and present its practical applications. The book is therefore primarily recommended for practitioners. The topics of the book together with the supporting exhibits and cases – which also include international dimensions – provide information for them that can help increase their competitiveness. The book can also be very handy in higher education. Whole courses can be built on it, as the book comprises 4 parts and 14 chapters which can provide the basis for lectures. Each part is illustrated with cases, and some of the more than 30 exhibits could be used for the efficient processing of the material and for further reflection.
