Online Marketing - Paperback

by Ralf T. Kreutzer (Author)

Dieses Lehrbuch vermittelt einen anschaulichen und praxisorientierten Überblick über die Grundlagen des digitalen Marketings. Kurze Lerneinheiten, übersichtliche didaktische Module sowie die begleitende Lernkontrolle sorgen für eine nachhaltige Wissensvermittlung. Es richtet sich damit an alle, die sich mit Fragen des Online-Marketings im Rahmen ihrer Aus- und Weiterbildung (auch im Nebenfach) sowie ihrer beruflichen Praxis auseinandersetzen. In der dritten Auflage wurden, da sich im Online-Marketing kontinuierlich viel verändert, wieder alle Kapitel auf den aktuellen Stand gebracht und neue Entwicklungen - bspw. rund um TikTok - aufgenommen.
Die neu hinzugekommenen ergänzenden Flashcards dienen der Wissensüberprüfung und unterstützen den optimalen Lernerfolg.

Back Jacket

This textbook provides a clear and practice-oriented overview of the basics of online marketing. Short learning units, clear didactic modules and the accompanying learning tests ensure a sustainable transfer of knowledge. It is thus aimed at all those who deal with questions of online marketing in the context of their education and training (also as a minor subject) as well as their professional practice.

This book is an adapted translation of the original German 3^rd edition Online-Marketing by Ralf T. Kreutzer, published by Springer Fachmedien Wiesbaden GmbH, part of Springer Nature in 2021. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). The present version has been revised technically, contentwise and linguistically by the author. Springer Nature works continuously to further the development of tools for the production of books and on the related technologies to support the authors.

The Content

• Instruments, success factors and goals of online marketing
• Conception of online marketing
• Instruments of online marketing
• E-commerce

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.

Author Biography

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.