LEADER 02979nam 2200457 450 001 9910682599403321 005 20230529040931.0 010 $a9783658397173$b(electronic bk.) 010 $z9783658397166 024 7 $a10.1007/978-3-658-39717-3 035 $a(MiAaPQ)EBC7211658 035 $a(Au-PeEL)EBL7211658 035 $a(CKB)26271120600041 035 $a(DE-He213)978-3-658-39717-3 035 $a(PPN)269098682 035 $a(EXLCZ)9926271120600041 100 $a20230529d2023 uy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aPractice-oriented marketing $ebasics - instruments - case studies /$fRalf Kreutzer 205 $a1st ed. 2023. 210 1$aWiesbaden, Germany :$cSpringer,$d[2023] 210 4$dİ2023 215 $a1 online resource (564 pages) 311 08$aPrint version: Kreutzer, Ralf T. Practice-Oriented Marketing Wiesbaden : Springer Vieweg. in Springer Fachmedien Wiesbaden GmbH,c2023 9783658397166 320 $aIncludes bibliographical references. 327 $aGeneral principles of marketing -- Marketing planning and marketing research -- Marketing goals -- Marketing strategy -- Marketing instruments -- Development of a cohesive marketing concept -- Marketing controlling -- Marketing organization. 330 $aThis 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. 606 $aMarketing 615 0$aMarketing. 676 $a658.8 700 $aKreutzer$b Ralf$01253475 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 912 $a9910682599403321 996 $aPractice-oriented marketing$93373328 997 $aUNINA