Praxisorientiertes Marketing

Ralf Kreutzer has once again succeeded in setting the right priorities. He convincingly demonstrates that the proven basics of marketing remain relevant even in the online and digital age. Highly recommended! The 6th edition has been thoroughly revised and supplemented with important, current topics in online marketing and digitalization. This further enhances the strengths of previous editions. The author encourages critical engagement with the presented content through the use of "memory boxes" and "thought-provoking prompts." It serves as an indispensable guide in the rapidly changing marketing landscape. The book provides practical, actionable know-how without getting lost in details. This is further evidence of Ralf T. Kreutzer's exceptional expertise in marketing, his great passion for effectively conveying knowledge, and his unique ability to identify truly relevant topics. Notably, the classic marketing mix has been expanded to include a fifth P for People. After all, it is still the employees who make good marketing happen! Concise language, persuasive reasoning, illustrative examples, and targeted transfer questions create an ideal foundation for exploring the world of marketing. New chapters have been added on the topic of Customer.