Praxisorientiertes Online-Marketing

Customers are now spending a lot of time online. As a result, companies are following their customers onto the internet – in both B-to-B and B-to-C sectors. This book answers the most important related questions and presents concrete solution concepts, success strategies, and numerous checklists – from cross-channel design of the customer journey to controlling and considering legal frameworks. Companies are provided with proven and new tools to effectively and efficiently manage their marketing budgets in the online space.

In the fourth, completely revised and expanded edition, key innovations in the online world have been incorporated. In particular, the platforms for social media marketing have been fundamentally updated, and new developments – such as TikTok, voice search, page experience, and text performance analysis – are addressed in much greater detail. The legal frameworks have been updated with new sections on privacy notices and influencer marketing by lawyers Julia Blind and Rebekka Stumpfrock. The newly added supplementary flashcards serve to test knowledge and support optimal learning success.

The central challenge for every marketer today is how to integrate the various channels and tools of online marketing into the overall marketing concept. The work "Practical Online Marketing," now presented in its fourth edition by Kreutzer, can help tackle this demanding task. It not only provides a convincing integration of online marketing into marketing management but also explains the various tools and channels and presents their fields of application and limitations convincingly. Both online marketing beginners and advanced practitioners receive many success-critical impulses: from creative ideas to well-founded strategies.