Practice-Oriented Marketing: Basics - Instruments - Case Studies

Ralf Kreutzer's book "Marketing 6.0: The Digital Revolution" provides a comprehensive guide to modern marketing strategies, including online and digital platforms. It is updated with relevant topics and encourages critical thinking through mnemonic boxes and food for thought. The book offers practical knowledge and implementation without getting lost in details, making it an indispensable resource for marketing professionals.

Format: Paperback / softback
Length: 541 pages
Publication date: 09 March 2023
Publisher: Springer

Ralf Kreutzer has once again demonstrated his ability to set the right priorities. He compellingly argues that the established principles of marketing hold true in the online and digital age. This book is particularly worth reading!

The 6th edition of this book has undergone extensive revisions and supplementation, addressing important and current topics related to online marketing and digitalization. This enhancement further strengthens the previous editions' strengths.

Prof. Dr. Klaus Gutknecht, University of Applied Sciences Munich, praises the author for encouraging critical thinking through the use of mnemonic boxes and thought-provoking questions. He finds the book to be very good.

Prof. Dr. Sabine Haller, Berlin School of Economics and Law, emphasizes the book's value as a reliable orientation in the ever-changing world of marketing. It provides practical knowledge without getting bogged down in details.

Univ.-Prof. Dr. Michael Lingenfelder, Philipps-Universität Marburg, praises Ralf T. Kreutzer's expertise in marketing, his passion for effective knowledge dissemination, and his ability to identify the most relevant topics.

Prof. Dr. Wolfgang Merkle, UE - University of Europe for Applied Sciences, President of the Marketing Club Hamburg, highlights the expansion of the classic marketing mix to include the fifth P for personnel. He emphasizes that employees are ultimately responsible for successful marketing.

Prof. Dr. Karsten Kilian, Würzburg-Schweinfurt University of Applied Sciences and Markenlexikon.com, praises the book for its concise language, convincing thought leadership, clear examples, and goal-oriented transfer questions. He considers it an almost ideal foundation for exploring the world of marketing.

Overall, this book is highly recommended for anyone interested in understanding and excelling in marketing in the digital age. Its comprehensive coverage, insightful perspectives, and practical guidance make it a valuable resource for professionals and students alike.

Weight: 959g
Dimension: 240 x 168 (mm)
ISBN-13: 9783658397166
Edition number: 1st ed. 2023